Sans Normal Asmig 17 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'AG Book W1G' and 'Berthold Standard' by Berthold; 'Swiss 721', 'Swiss 721 Hebrew', and 'Swiss 721 WGL' by Bitstream; 'Neue Helvetica' by Linotype; 'CG Triumvirate' and 'Helvetica Now' by Monotype; and 'Nimbus Sans No. 5' by URW Type Foundry (names referenced only for comparison).
Keywords: ui text, web content, signage, branding, presentations, clean, neutral, modern, friendly, utility, legibility, modernity, system type, rounded, geometric, crisp, balanced, straightforward.
A clean sans with rounded, geometric construction and smooth, even curves paired with straight, unembellished stems. Stroke weight stays consistent across the alphabet, producing a calm rhythm and clear letterforms. Counters are open and circular (notably in O/C/G), terminals are mostly flat, and joins are tidy and restrained. Uppercase proportions feel broad and stable, while the lowercase maintains a simple, contemporary skeleton with a single-storey a and g and a compact, readable set of figures.
Well-suited to UI and web typography where clarity and consistency are priorities, and it also works for wayfinding and general signage thanks to its open shapes and simple forms. Its neutral personality makes it a reliable choice for brand systems, slides, and general-purpose editorial or marketing copy where a clean sans is needed.
The overall tone is neutral and contemporary, leaning friendly through its round forms and uncomplicated details. It reads as practical and approachable rather than stylized or expressive, making it feel at home in modern digital interfaces and straightforward brand communication.
The design appears intended as a versatile, general-purpose sans that prioritizes clarity, modern geometry, and consistent rhythm. Its restrained detailing suggests a focus on broad usability across digital and print contexts rather than a narrowly themed display voice.
The numerals are plain and legible, matching the letterforms’ geometric logic and consistent stroke behavior. In text, spacing appears even and the shapes hold up cleanly at larger sizes without relying on decorative cues.