A printer for printing indicia upon media with print head and platen assemblies with ease of exchange and re-alignment features. The print head may be coupled to a print head bracket, the print head bracket removably coupled to the top cover of the printer by, for example, guide tabs of a print head support structure which mate with guide slots of the print head bracket. The print head bracket having alignment forks for aligning the print head with the platen. The printer also includes a platen bracket for maintaining the platen in the printer. The platen bracket being easy to remove to replace the platen.