Sans Normal Murem 2 is a very bold, wide, low contrast, upright, normal x-height font visually similar to 'ATF Franklin Gothic' by ATF Collection, 'Americane' by HVD Fonts, and 'Ryman Gothic' by W Type Foundry (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, friendly, playful, punchy, retro, confident, impact, approachability, retro flavor, display clarity, brand presence, rounded, soft-cornered, chunky, compact apertures, ball terminals.
A heavy, rounded sans with broad proportions and a compact internal rhythm. Strokes are uniform and dense, with softened corners and generous curves that give counters a rounded, slightly pinched feel in places. Apertures tend to be relatively tight, and the joins and terminals read as blunt and sturdy rather than sharp. Lowercase forms are simple and robust, with single-story shapes (notably the a and g) and a generally even, solid texture in running text. Numerals match the same chunky, rounded construction for a consistent headline voice.
This font suits attention-grabbing display work such as headlines, posters, signage, and bold branding where a friendly, rounded voice is desired. It can also work for short marketing copy, packaging callouts, and social graphics, especially at larger sizes where its tight apertures remain clear.
The overall tone is upbeat and approachable, with a bold, poster-like confidence. Its rounded geometry and dense color lend a slightly retro, pop-graphic character that feels energetic rather than formal.
The design appears intended to deliver maximum impact with a warm, rounded personality—combining sturdy, uniform strokes with simplified, highly legible silhouettes for bold display typography.
In continuous text the heavy weight produces a strong, dark typographic color, so spacing and line breaks become important for maintaining clarity. The compact apertures and thick joins emphasize impact over delicacy, making the face read best when allowed room to breathe.