Why typefaces matter: What Comic Sans teaches us about branding.

Looks out of sync, right?!

Every designer has a natural aversion to Comic Sans — right?

Well, not everyone. And that’s where things get interesting.

This post isn’t just a rant about bad type. It’s a reminder of why typography matters deeply in brand design — and how the wrong typeface can instantly undo the work of even the best-designed identity.

Let me explain.

That time a client asked for Comic Sans

Many years ago, in a design agency far, far away, I was presenting a brochure concept to a well-respected, international client. They loved the layout, the visual tone — all of it.

Until the marketing manager said:“I don’t like the typeface. Can we use Comic Sans?”

They were serious.

As a young designer, I was horrified. Not because I’m a type snob (well, maybe a little), but because I understood how much the chosen font was doing for them — and how quickly Comic Sans would unravel it all.

It took some back-and-forth, but I eventually helped them see the light.

Why designers can’t stand Comic Sans

It’s not just about taste. Comic Sans feels cheap. It was never designed for corporate comms, brand identities, or serious messaging. Its tone is casual, childlike, and — crucially — totally out of place in most professional settings.

It’s clunky. The kerning is a mess. The letterforms lack refinement. It might be “fun,” but it carries none of the weight or credibility that well-crafted typography does.

So when you drop Comic Sans into a serious brand, it’s like putting ketchup on fine dining. The tone is instantly wrong.

So what happens when you use it in a logo?

I ran a small experiment and rebuilt a respected logo using Comic Sans. I finessed it. Adjusted the kerning. Spent time shaping it just like I would any type-driven mark.

The result?It still felt completely off.

You can’t design your way out of a bad type choice. The emotional tone was wrong, the weight was clumsy, and the visual authority the original identity carried — gone.

Type isn’t just decoration. It’s a voice.

Choosing the right typeface is like choosing the right voice actor for a film. It has to match the character, the tone, and the emotion you want people to feel.

• A serif might feel elegant and timeless

• A geometric sans serif might feel modern and precise

• Comic Sans? Feels like someone’s mum just made a birthday card

Typography isn't just about what you see — it's about what you feel.

Choose wisely. Because typestyle tells a story.

With me, type isn’t an afterthought. It’s one of the most powerful tools in the brand toolkit.

Whether it’s a logotype, a headline system, or a set of brand guidelines, I treat type with the care it deserves — because it carries meaning.

So next time you’re thinking about your brand’s identity, ask yourself:Does the typeface feel like you?

And remember: with great type choice comes great responsibility.

Want to chat about logo design and branding? Contact me here