Serif Normal Urmum 2 is a very light, normal width, high contrast, upright, normal x-height font.
Keywords: editorial, headlines, fashion, luxury branding, invitations, elegant, refined, classic, elegance, refinement, editorial voice, luxury tone, display clarity, hairline, didone-like, delicate, crisp, high-waisted.
This serif typeface is drawn with extremely thin hairlines paired with comparatively stronger verticals, creating a sharp, high-contrast texture. Serifs are small and precise with clean terminals, and curves are smooth and tightly controlled, giving bowls and rounds a polished, glassy feel. Proportions lean toward narrow, tall capitals with generous internal counters, while lowercase forms maintain a measured rhythm and a restrained, modernized calligraphic influence. Figures appear lining and similarly refined, matching the letterforms with minimal ornament and consistent contrast.
This face is well suited to magazine layouts, book or journal display typography, and high-end branding where elegance and contrast are desired. It performs especially well for headlines, pull quotes, and short passages at larger sizes, and can complement refined packaging or invitation-style applications where delicacy is an asset.
The overall tone is poised and luxurious, projecting a quiet sophistication associated with premium editorial and fashion contexts. Its crisp contrast and delicate details feel formal and curated rather than casual, lending a sense of ceremony and exclusivity.
The design appears intended to deliver a contemporary, high-contrast serif voice with a premium, editorial character—prioritizing sharp refinement, controlled curves, and a bright typographic texture for display-led composition.
In text, the very fine hairlines and sharp joins create an airy, light color on the page with pronounced sparkle, especially around diagonals and serifs. The design reads best when allowed breathing room, as the slender details and tight finishing strokes can visually recede at smaller sizes or in dense settings.