An image forming apparatus is provided and includes a platen roller and a thermal printing head. The thermal printing head is elastically biased toward the platen roller and rotates about a pivot of the platen roller for moving between first and second positions to faces first and second surfaces of a medium. A transfer portion has driving and driven rollers which are rotatably engageable with each other to transfer the media. A guiding unit reduces a difference of media transfer force of the transfer portion when the thermal printing head is respectively located in the first and second positions.