Sans Normal Apmab 2 is a regular weight, wide, low contrast, upright, normal x-height font visually similar to 'Kagins' by Rhtype (names referenced only for comparison).
Keywords: ui text, branding, headlines, packaging, signage, modern, clean, friendly, neutral, utilitarian, clarity, neutrality, approachability, versatility, modernity, open apertures, round terminals, soft corners, geometric, balanced.
This typeface is a clean sans with generously rounded curves and softly finished terminals, producing smooth, even contours across the alphabet. Shapes lean toward geometric construction—circular bowls and straightforward verticals—while retaining subtle humanist moderation in joins and stroke endings. Counters are open and well-defined, and the overall rhythm is calm and consistent, supporting legibility at both display and text sizes. Numerals follow the same rounded, contemporary logic, with clear, uncluttered forms and steady spacing.
This font is well-suited to interface typography, dashboards, and product experiences where clarity and a neutral tone are important. Its rounded, contemporary forms also work well for branding systems, packaging, and short headlines that benefit from a friendly but professional voice. It can serve as a reliable workhorse for general-purpose communication across print and digital contexts.
The font reads as modern and approachable without calling attention to itself. Its rounded geometry gives it a friendly, contemporary tone suited to straightforward communication and product-forward branding. Overall, it conveys clarity, simplicity, and everyday usability rather than formality or ornament.
The design appears intended as a versatile, contemporary sans that prioritizes clarity and smoothness, pairing geometric simplicity with a welcoming softness. It aims to deliver an even typographic color and predictable shapes that remain legible and unobtrusive in everyday use.
Round letters like C, G, O, and Q show smooth, continuous curves, while diagonals (A, V, W, X, Y) are crisp and stable, helping the face feel structured. The lowercase includes a single-storey a and g, reinforcing an informal, contemporary texture in running text. Punctuation and dots appear compact and clean, matching the restrained, even color of the letterforms.