Sans Normal Ammup 7 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'Neue Haas Grotesk Text' by Linotype, 'Helvetica Now' by Monotype, 'M Ying Hei HK' by Monotype HK, 'Europa Grotesk No. 2 SH' by Scangraphic Digital Type Collection, and 'Nimbus Sans Arabic' by URW Type Foundry (names referenced only for comparison).
Keywords: ui labels, headlines, signage, branding, posters, modern, clean, direct, neutral, confident, clarity, versatility, contemporary branding, system utility, impact, geometric, monolinear, open apertures, compact counters, large x-height.
This is a contemporary sans with monolinear strokes and largely geometric construction. Round letters lean toward near-circular bowls, while straight-sided forms keep a firm, engineered rhythm. Curves are smoothly drawn with minimal contrast, terminals are clean and undecorated, and joins stay crisp rather than calligraphic. Spacing reads even and practical, and the overall texture is dense and steady in paragraph settings.
It performs well for interface labels, navigation, and dashboards where a strong, even sans is needed. The weight and clean geometry also suit headlines, posters, and wayfinding applications that benefit from high-impact clarity at a distance. For longer text, it works best at comfortable sizes where the dense color and compact counters remain clear.
The tone is modern and matter-of-fact, prioritizing clarity over personality. Its heavy presence and tidy shapes communicate confidence and utility, with a contemporary, tech-leaning neutrality that feels at home in interface and brand systems.
The design appears intended as a versatile, contemporary workhorse sans: geometric enough to feel modern, but restrained and consistent for system use. The focus is on uniform stroke behavior, clean silhouettes, and reliable readability across display and UI contexts.
Uppercase forms are broad and stable with simple geometry, and the lowercase shows a large, readable x-height relative to ascenders. Several letters show compact internal counters at display sizes, reinforcing a solid, punchy color. Numerals match the letterforms with straightforward, modern outlines and consistent stroke weight.