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How KLM Embraced Comic Sans For A Day

Dutch airline celebrates the infamous type in a one-day campaign.

Yi Chen
Yi Chen on July 8, 2013. @yiiee

KLM is the flag carrier of the Netherlands and is known for its creative and quirky marketing campaigns. On 5 July, the airline changed the typeface on its Dutch website to celebrate Comic Sans Day.

Comic Sans is infamous for being the most unattractive type. It was overused in professional documents and public signs in the 90s, and is now often used ironically. Nevertheless, KLM embraced the it for the day.

KLM-Comic-Sans-website

The short campaign also included a competition where people named C. Sans had the chance to win two return flight tickets from the Netherlands to Paris. On the day, contestants had to post on Facebook or Twitter with the hashtag #ComicSansDag.

KLM

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