Driving home after a long day of work, glowing Arial letters

caught the eye of a hungry James Edmonson, founder of OH no Type Co. A U-Turn and burrito later, James came to the realization that "Arial works." The elaborate display typefaces OHNO is most known for definitely don't really work on tired hungry drivers.

In 2019 James sent out a survey asking people for feedback on OHNO. One response seemed to haunt James for months.

Unfortunately, OHNO's fun typefaces don't sell as well as their more "tame" competitors. But James has always been devoted to making his type fun, so if one typeface doesn't sell, he'll make another! It was all relatively fun & games until little Loretta* came along. After having his daughter, new typefaces meant spending more time away from family :(
James had to approach his designs from a whole new

Due to all of these factors and more, James aimed to design a boring typeface. He tried to steer away from what he was typically drawn to.
Unexpectedly, James still had fun working on this plan ol' grotesque typeface. He was able to play around with different...

Finally, James finishes up the type. From his friend's enthusiastic reactions, he could tell the typeface was a . His goal to create a boring typeface, devoid of emotion. OHNO's unique flare managed to creep its way in...
welp!