Home > Uncategorized > U-G-L-Y you ain’t got no alibi!

U-G-L-Y you ain’t got no alibi!

U-G-L-Y Logos

As business owners with an appreciation of branding and image, we like a bit of beauty in our lives.

An ugly logo can make us shudder with disgust and run a mile. And don’t even mention what happens when we recall that hideous Gap ad which only lasted a week…

A key component to the success (or frankly, total destruction) of a logo’s aesthetic appeal is the font. Some are so bad you just have to pray that one day a virus on the scale of Y2k removes them forever

…below are some of the worst culprits – lemme here ya say U-G-L-Y…

Most people hate Helvetica. ITS EVERYWHERE.

It’s stiff and one of its detestable eccentricities is its range of weights which appear darker and less evenly distributed than any comparable face.

The official cool font for people who, quite frankly, aren’t cool. It reminds you of tacky IM display names, or Sunday school; and neither connotation is helpful to creating the sense of a 21C exciting brand.


Remember that 100m swimming certificate you got as a kid? Yeah, well that was written in Brush Script; and probably every award you’ve ever had since. As the default font for expressions of “well done”, nothing is less rewarding than receiving a certificate which zero thought went into.


Commonly used on teenage girls’ fan sites for their favourite showbiz couple. Usually accompanied by a pink background, falling hearts and a polyphonic Justin Beiber track. Avoid at all costs.

Someone once described Comic Sans as “The AOL of fonts”. I think it’s safe to say that reading Comic Sans gives the same impression as ‘organised fun’; no one is really enjoying themselves and it all comes across as a bit desperate.


Avoid when possible. Essentially: it’s the universal default font. And therefore when people see it, they automatically assume you forgot to change it to something better.


Yet another bad handwriting font. Why do people love the idea of making any form of electronic writing look handwritten? No moron ever received a letter written in Lucida Handwriting and thought it was genuinely handwriting. So if you really want to use this type of font, throw away the compute and use a pen and paper!

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Categories: Uncategorized
  1. October 23, 2012 at 6:29 am

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