Finally, A Font That Calls 'BS' on Marketing Speak
By Ken Magill
It’s no secret that marketing is awash in annoying buzzwords. Now, someone has does something to call it out for what it is—bullshit.
A Dutch developer who goes by the name Pixel Ambacht has developed a font that automatically translates marketing buzzwords literally into bullshit.
Dubbed Sans Bullshit Sans, the font references a list of 250 marketing and technology buzzwords. When the should-be-banned words and phrases are typed, Sans Bullshit Sans replaces them with some version of the word “bullshit” presented in Comic Sans.
“Sans Bullshit Sans is an experimental font using the power of ligatures to turn bullshit language into bullshit images,” says copy on the site.
A live demo of the font is available at the Sans Bullshit Sans website.
I tested it using copy from a press release from webinar provider ON24. Sorry ON24, you were just convenient.
Here is what ON24’s “about-us” copy said:
“ON24 is the global leader in webinar marketing solutions that drive demand generation and customer engagement. Its patented cloud-based platform features an interactive and immersive user interface and industry-leading webinar analytics for events, campaigns and benchmarking. Providing one-click access from any device, ON24's award-winning solutions are integrated with leading CRM and marketing automation platforms, enabling marketers to optimize demand generation, enhance lead qualification and accelerate sales pipeline opportunities.”
Here is what Sans Bullshit Sans returned:
“ON24 is the global leader in bullshit marketing bullshits that drive demand generation and customer bullshit. Its patented cloud-based platform features an interactive and bullshit b.s. interface and industry-leading bullshit bullshit for events, campaigns and benchmarking. Providing one-click access from any device, ON24's award-winning bullshits are bullshit with leading CRM and marketing automation platforms, enabling marketers to bullshit demand generation, enhance lead qualification and bullshit sales bullshit opportunities.”
Okay, so it’s not entirely grammatically correct. But is fun in a juvenile kind of way.
And chuckles aside, the font could be used by executives to help them gauge just how much marketing buzzword bullshit their company’s copy contains.
Think of it this way, every time the word “bullshit” appears in a company’s copy using Sans Bullshit Sans, “bullshit” is what people outside the company are thinking when they read it.
It might be an interesting experiment for corporate communications folks to write copy that doesn’t get a single “bullshit.” It may result in some clarity that is sorely lacking in so much of what passes itself off as marketing “communications.”
Try the font here.