Sans Normal Sumij 3 is a very bold, normal width, high contrast, upright, normal x-height font visually similar to 'Clearface Gothic' by Linotype (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, friendly, retro, chunky, playful, confident, impact, approachability, retro charm, display voice, brand character, rounded, soft corners, bouncy, bulbous, compact.
A heavy, rounded sans with pronounced stroke contrast and softened corners throughout. Curves are generously inflated, giving counters a teardrop/oval feel, while terminals are mostly blunt with subtle rounding rather than sharp cuts. Proportions vary noticeably by letter, with wide, buoyant bowls in forms like O, Q, and G, contrasted by condensed verticals in I, J, and l; the overall rhythm reads intentionally irregular and lively rather than strictly geometric. Numerals and lowercase show similarly weighty construction, with compact apertures and sturdy joins that hold up well at display sizes.
Best suited for headlines, short bursts of copy, and branding where a bold, friendly voice is needed. It works well on posters, packaging, labels, and signage that benefit from strong silhouettes and a retro-leaning charm. For longer passages, it will be most effective at larger sizes where the tight apertures and dense color remain clear.
The font projects a warm, upbeat personality with a distinctly retro display flavor. Its chunky silhouettes and springy spacing feel approachable and a bit quirky, leaning more toward fun and character than neutrality. The bold presence reads confident and attention-grabbing without becoming aggressive, thanks to the rounded modeling and friendly curves.
The design appears intended as a characterful display sans that combines high impact with approachable softness. By pairing weighty forms with rounded shaping and variable proportions, it aims to deliver a playful, vintage-tinged voice that stands out quickly in advertising and identity applications.
Apertures tend to be tight and counters can get small in letters like a, e, and s, which increases the sense of density and punch. The exaggerated curves and varying widths create a hand-finished, poster-like cadence in longer lines, especially in mixed case. The figure set appears designed to match the same heavy, rounded logic, keeping text blocks visually consistent.