Sans Normal Ammup 17 is a bold, wide, low contrast, upright, tall x-height font visually similar to 'Alliance' by Degarism Studio; 'Neufile Grotesk' by Halbfett; and 'Acaraje', 'Campeche', and 'Pais' by Latinotype (names referenced only for comparison).
Keywords: headlines, branding, posters, signage, packaging, modern, clean, confident, friendly, neutral, clarity, impact, modernity, approachability, geometric, rounded, open, sturdy, crisp.
A sturdy sans with broad proportions, generous counters, and a predominantly geometric construction. Strokes are heavy and even, with smooth, continuous curves in round letters and clean, straight-sided joins where stems meet bowls. Terminals are mostly flat and squared, producing crisp edges and a solid typographic color; apertures in forms like C, S, e, and a stay relatively open for clarity. The lowercase is compact and uniform with a prominent x-height, while capitals are wide and steady, giving lines a stable, blocky rhythm.
This font performs best in display roles such as headlines, branding, posters, and signage where its broad stance and heavy stroke weight can carry impact. It can also work for short text blocks, UI labels, and packaging copy when clarity and a modern, approachable voice are desired.
The overall tone feels contemporary and straightforward, projecting clarity and confidence without becoming sharp or aggressive. Rounded forms and open apertures add a friendly, approachable quality, while the weight and width lend emphasis and presence. It reads as practical and modern, suited to clear communication and bold brand statements.
The design appears intended as a versatile, contemporary sans that balances geometric neatness with readable, open forms. Its wide set and sturdy weight aim to deliver strong presence in display typography while keeping letterforms simple and dependable for everyday use.
In text, the face maintains strong horizontal momentum due to its wide set and large internal spaces. Numerals follow the same sturdy, rounded logic, with the 8 and 9 showing generous bowls and the 1 kept simple and vertical, supporting consistent emphasis across mixed alphanumeric settings.