Hoefler & Frere-Jones just announced a new geometric slab serif face called Archer.

Sweet but not saccharine, earnest but not grave, Archer is a colorful new slab serif designed to hit just the right notes of forthrightness, credibility, and charm. Romans and italics in eight weights each, including a delicate hairline, plus small caps, tabular figures, and fractions, to tackle the most demanding applications.

I like that this face is friendly and trustworthy at the same time. It's little suprise that it was first developed for Martha Stewart Living.

Posted by Megan