suck it. my name is Comic Sans


Not too long ago, my friend, Jenn, posted a curious link on my Facebook profile. Both of us do design work and have bonded over the nerdy things that come with the territory. One such thing in particular, yes, is TYPOGRAPHY. Swoon.

So imagine my delight to find this link to a monologue from the unapologetically irreverent point of view of none other than Comic Sans. Yes, the font, Comic Sans. You can read her account of what happened next on Jenn’s Blog.

This monologue reawakened a game I used to play long before I even understood brand design and marketing demographics. I don’t recall what I used to call it, if anything, but Brandthropomorphism seems a good fit. Here’s how you play:

Good to play with: creative friends and colleagues, theatre majors, social butterflies
Not good to play with: drunk people and people who have a high Beiber Index*

It’s like: Creative people-watching with a heavy dose of consumerism

Objective: Identify brands at random as they come into mind. Imagine what that brand would be like if they were embodied by a human being, including, but not limited to the following details: gender, age, academic history, relationship status, sexual orientation, personality, ideal partner, personal style, occupation, aspirations, etc.

Then determine whether or not you’d realistically be friends with this "person". How would you interact with this individual if you ran into them in person? Would you be embarrassed to call them a friend? Do they exist in a different social circle? For brands that you purchase, is there something about that "person" that you admire, relate to, lust for?

Think about it. Who are the brands you roll with?

*Beiber Index: Rating of one’s tendency to be easily swayed by the ephemeral opinion of popular media and the masses, chronically suffering from complacently simple taste.

1 Comment

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    Karla Dudek /

    It’s funny, ‘brandthropomorphism’ entered my head today when someone sent me a link to a corporate website dedicated to establishing ‘brand humanity’. (To which I say, if you humanize your brand then I cannot buy your products, because that’s slavery.)

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