Sans Normal Atguh 2 is a regular weight, normal width, low contrast, upright, normal x-height font.
Keywords: branding, posters, packaging, headlines, children’s, playful, friendly, casual, quirky, approachable, friendly tone, approachability, casual personality, display impact, rounded, soft, bouncy, informal, humanist.
A rounded, soft-edged sans with gently irregular geometry and a lively rhythm. Strokes stay even and solid, while terminals tend to be blunt or softly tapered, giving letters a slightly hand-drawn feel without losing clarity. Curves are generous and open (notably in bowls and counters), and the overall spacing reads comfortable rather than tight. Uppercase forms are simple and sturdy, while lowercase shapes show more personality with subtle asymmetries and a buoyant baseline feel; numerals follow the same friendly, rounded construction.
Well suited for branding and packaging that needs a warm, approachable presence, as well as posters, headers, and short passages in marketing copy. Its playful texture makes it a strong choice for family-friendly, educational, and lifestyle contexts where friendliness matters more than strict neutrality.
The font conveys an easygoing, cheerful tone with a hint of whimsy. Its rounded forms and mild irregularities feel conversational and welcoming, making it read more like a friendly voice than a strict, technical one.
The design appears intended to offer a clean, readable sans with added personality—combining rounded construction and subtle irregularity to create a casual, human voice appropriate for contemporary, friendly communication.
The character set shown emphasizes smooth curves and simplified joins, avoiding sharp corners and high tension. In text, the letterforms maintain good distinction at display sizes, with a consistent, informal texture that keeps lines feeling animated rather than rigid.