Sans Normal Ruguy 3 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Passenger Sans' and 'Passenger Sans Cyrillic' by Indian Type Foundry, 'Frygia' by Stawix, and 'Lektorat' by TypeTogether (names referenced only for comparison).
Keywords: ui text, branding, editorial, packaging, wayfinding, friendly, approachable, modern, clean, casual, legibility, versatility, warmth, clarity, modernity, rounded, soft terminals, open apertures, humanist.
A clean sans with softly rounded geometry and gently tapered stroke endings that keep the shapes from feeling mechanical. Curves are smooth and broadly circular, while straight strokes stay stable and even, producing an orderly rhythm in text. Counters are generous and apertures are open, supporting clarity, and the lowercase shows simple, familiar constructions with single-storey forms (notably the a and g). Overall proportions feel balanced and contemporary, with a steady baseline presence and unobtrusive punctuation and numerals.
This font works well for UI copy, product interfaces, and dashboards where clean forms and open counters aid quick scanning. Its friendly, rounded character also suits branding, packaging, and marketing materials that need a modern but approachable voice. In editorial contexts, it can handle short to medium passages while maintaining an even, comfortable texture.
The tone is friendly and unpretentious, combining modern simplicity with a subtle warmth from the rounded terminals. It reads as approachable and serviceable rather than formal, making it suitable for everyday communication where neutrality with a hint of personality is desired.
The design appears intended as a versatile everyday sans that prioritizes legibility and smooth texture, while adding warmth through softened terminals and rounded construction. It aims to be neutral enough for broad use yet distinctive enough to avoid feeling purely utilitarian.
Diagonal strokes (like in V, W, and X) are slightly softened by the terminal treatment, which helps maintain an even color across mixed text. The numerals follow the same rounded logic, blending smoothly with letters in UI and informational settings.