Sans Normal Amgis 5 is a bold, normal width, low contrast, upright, normal x-height font.
Keywords: branding, headlines, ui, packaging, signage, friendly, modern, clean, approachable, confident, modernize, simplify, humanize, improve clarity, rounded, geometric, soft corners, even rhythm, high legibility.
A rounded geometric sans with smooth, circular bowls and a consistent, sturdy stroke. Curves are prominent and generously proportioned, with minimal modulation and crisp, straight terminals that keep the overall silhouette tidy. Counters are open and fairly large for the weight, helping maintain clarity in dense text. The lowercase shows simple, single-storey forms (notably a and g), while uppercase shapes lean toward broad, symmetrical construction; numerals follow the same rounded, contemporary logic with clear, uncomplicated forms.
Well suited to brand identities that want a modern, friendly voice, as well as headlines and short blocks of copy where the weight and rounded shapes can carry presence. The clear, open counters and straightforward forms also make it a practical choice for UI labels, product packaging, and wayfinding/signage where quick recognition matters.
The overall tone is friendly and contemporary, combining soft curves with a solid, confident presence. It reads as approachable and utilitarian rather than formal, with a slightly playful warmth that comes from the rounded geometry.
The design appears intended to deliver a clean, contemporary sans that balances geometric roundness with sturdy legibility. Its emphasis on circular structure and simplified lowercase forms suggests a focus on approachable branding and versatile display-to-text usage.
Letterforms exhibit a steady, even rhythm in text, with rounded joins and consistent spacing that supports readability. Distinctive circular forms (O, Q, 0, 8) reinforce a cohesive geometric theme, while diagonals (K, V, W, X, Y) keep sharpness without feeling aggressive due to the generally softened construction.