Sans Normal Asmov 10 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Primana Pro' by RMU, 'Tafel Sans' by Sudtipos, 'Soleil' by TypeTogether, 'URW Form' and 'URW Geometric' by URW Type Foundry, and 'Oslo' by Wilton Foundry (names referenced only for comparison).
Keywords: ui text, branding, editorial, signage, presentations, modern, neutral, clean, friendly, technical, versatility, readability, clarity, contemporary tone, systematic design, geometric, monoline, rounded, open apertures, rational.
A clean, geometric sans with monoline strokes and round, smoothly drawn curves. The letterforms lean on circular construction (notably in C, G, O, Q and the numerals), paired with straight-sided verticals and crisp joins. Proportions are balanced and airy, with generous counters and open apertures that keep shapes clear at text sizes. Terminals are mostly flat and squared, giving a tidy, contemporary rhythm across both uppercase and lowercase, while the overall spacing feels even and controlled.
This style suits interface typography, product copy, and corporate or startup branding where a clean, contemporary voice is needed. It also works well for editorial layouts, wayfinding, and presentation decks thanks to its even color and open counters in paragraphs and headings.
The overall tone is modern and unobtrusive, with a mild friendliness from the rounded geometry. It reads as straightforward and functional rather than expressive, making it feel dependable and contemporary.
The design appears intended as a versatile, general-purpose sans that prioritizes clarity and consistency. Its geometric construction and restrained details suggest a focus on dependable readability across a wide range of everyday design contexts.
Uppercase forms look stable and architectural, while the lowercase stays simple and highly legible, with clear differentiation between similar shapes. Numerals follow the same geometric logic, keeping curves consistent and maintaining strong clarity in running text.