1. A tape printing apparatus, comprising: print format-designating means for selecting one kind of print format as a designated print format, from a plurality of kinds of print formats, each print format corresponding to instructions initially stored in a memory; entry means for arranging entered characters to form a character string; print image-forming means for forming print image data by editing said character string based on the instructions for said designated print format; printing means for printing on a recording medium in the form of a tape being fed, based on said print image data, means for arranging said characters of said character string in a direction other than a longitudinal direction of said recording medium in the form of a tape; and changing an orientation of each of said characters in a direction different from an orientation thereof originally set in said character string.