Sans Normal Abloh 2 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'Identidad' by Punchform (names referenced only for comparison).
Keywords: branding, headlines, ui labels, posters, packaging, modern, sporty, friendly, clean, dynamic, contemporary tone, add motion, improve clarity, friendly modernism, humanist, rounded, oblique, open apertures, soft terminals.
This typeface is an italic sans with a gently rounded, humanist construction and smooth, low-contrast strokes. Curves are built from broad circular and elliptical forms, giving letters like C, O, and G a clean, even rhythm, while straight strokes keep a consistent diagonal slant throughout. Terminals are mostly softened rather than sharply cut, and counters remain open and readable; the lowercase shows a single-storey a and g with simple, rounded bowls. Figures are similarly streamlined, with rounded shapes (notably 0, 8, 9) and simple diagonal details on 1 and 7 that match the overall slanted flow.
It works well for branding systems that want a modern, energetic slant, and for headlines or short promotional copy where the motion of the italic can carry tone. The clean geometry and open counters also suit UI labels, product packaging, and signage where quick recognition matters.
The overall tone feels contemporary and energetic, with an approachable smoothness that keeps it from feeling overly technical. The consistent slant adds motion and a slightly sporty, forward-leaning character, while the rounded geometry maintains a friendly, easygoing voice.
The font appears designed to deliver a modern italic sans voice built on rounded geometry: fast, clean, and approachable. Its consistent slant and simplified forms suggest an emphasis on contemporary readability and a dynamic, forward-moving feel for display and interface contexts.
The design relies on clear, open internal spaces and smooth joins, producing steady texture in text. In the sample paragraph the italic angle is strong enough to read as intentional emphasis, making it effective for styling without sacrificing clarity at larger text sizes.