Archer is little-known?! 

Puh-leaaaase.  Probably one of the easiest to recognize of faces that have gained traction over the past 15 years, come on. 

Archer is a slab serif style digital typeface designed in 2001 by Hoefler & Frere-Jones for use in Martha Stewart Living magazine. The face is unique for combining the geometric structure of twentieth-century European slab-serifs but imbuing the face with a domestic, less strident tone of voice.

The typeface has been used for, among other things, branding for Wells Fargo and is a main font for theSan Francisco Chronicle and Wes Anderson’s film The Grand Budapest Hotel.

(via wiki Archer)