Unpleasant Font Choices: A Brief Overview
In the world of branding, the choice of font can often make or break a company's image. Fonts are more than just letters on a page; they convey tone, trust, and emotion.
Emily, our resident expert, delves into this fascinating topic in her latest article, published on August 6th, 2025.
Ryan Gosling's SNL meltdown over Avatar's use of the controversial Papyrus font is a testament to the power that typography holds. Similarly, Lobster, another font that has lost its charm due to overuse, is compared to Etsy throwing up, a Call of Duty expansion pack, and an Army surplus shop logo made in Microsoft Paint.
On the other hand, grunge fonts like "BloodStab Italic" or "Sk8orDie.ttf" are often associated with a 14-year-old who has just discovered Slipknot. These fonts, while popular in certain contexts, may not be the best choice for brands aiming to deliver a message of trust. In fact, if a brand uses grunge fonts, it may be perceived as having a cat named Mr. Tibbles and a shared Facebook account with a husband.
Conversely, fonts with names like these are often used in contexts that convey a lack of trustworthiness. This is why it's crucial for brands to choose their fonts wisely.
Ubuntu, for instance, is associated with a passive-aggressive project manager with an anime mousemat. FS Kitty, on the other hand, is described as smelling like impulse-buy body spray from Claire's. It's associated with glitter glue, year 8 girlband, and something vaguely threatening.
To help brands audit their identity and determine where they thrive and where they need improvement, the Brand Pulse Audit tool can be invaluable.
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However, it's important to remember that the wrong choice of font can instantly ruin a brand's image. So, next time you're choosing a font, think twice. Lobster might be what happens when someone discovers ligatures and loses all restraint. It's associated with menu boards, yoga candle labels, and posters that say "Follow Your Bliss" in six different type sizes.
In contrast, stencil fonts are advised to sit this one out unless branding camo tents or designing warning labels for landmines. After all, the right font can make all the difference.
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