A ribbon self-orienting device that is to be interposed between the source and the target of a traveling ribbon, either during winding of a ribbon into a traversed roll or during pay-off of a ribbon from a traversed roll. A pivoting frame is pivotally coupled to a frame support, at a pivot axis. First and second direction changing means coupled to the pivoting frame serve to change the direction of the traveling ribbon. A force transfer means transfers a transversely directed force, imparted by the traveling ribbon due to the ribbon traversing its traversed roll while under tension, to the pivoting frame causing the pivoting frame to move about the pivot axis. Other embodiments are also described.