Sorry, but Comic Sans Is Back In Style (Everything 90's is New Again)

Madewell, a clothing brand known for it’s retro stylings, is featuring the font in its Spring ’18 campaigns.

​The resurgence of 90’s fashion and style has brought with it something no one thought was possible: Yes, Comic Sans is cool again.
 
From top brands to niche, hipster products, we are seeing this font, made popular among kids printing school projects at home on the family Compaq computer, finally leaving its status as a mocked and forbidden font and stepping into the limelight once again.
 
“While many older generations see this font as childish, those of the younger generations—primarily Gen Z—don’t possess negative connotations and see the font as a fun throw-back.” Says branding director Sara Sala of Brandari Inc., a branding agency in New York City.

​Tech companies, once addicted to being sleek and serious, are starting to embracing the font. Mapquest has adopted the font for the latest versions of its mobile and web applications. “Traffic is stressful, so the lighthearted Comic Sans font is a perfect way to help our users relax a little bit.” Says Mapquest’s Head of Branding Kelly Zart.

​Portland coffee roaster Tonto Abril was one of the first niche brands to have embraced the font. “It’s common for small, hip brands to lead the way in making old things cool again. And once the cool kids are doing it, everyone wants to join in. Just like drugs and alcohol.” Says John Trudey of Chicago design firm Scherzo & Associates.
 
It seems brands are having trouble “Just Saying No” to using Comic Sans in 2018. Watch out, Papyrus may be next.