Sans Normal Amray 7 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'BR Segma' by Brink, 'Goga' by Narrow Type, and 'Segment' by Typekiln (names referenced only for comparison).
Keywords: branding, headlines, ui labels, signage, packaging, modern, confident, clean, friendly, utilitarian, clarity, modernity, versatility, brand neutrality, geometric, rounded, even color, open counters, crisp terminals.
A solid, geometric sans with round bowls and smooth, continuous curves paired with straightforward vertical and horizontal strokes. Letterforms show open counters and generous apertures, producing strong legibility and an even typographic color. Terminals are clean and unadorned, with minimal modulation and a consistent stroke logic across uppercase, lowercase, and numerals. Proportions feel contemporary and stable, with compact joins and clear internal whitespace that holds up at larger display sizes and in heavier settings.
It suits brand systems that need a clear, contemporary voice, as well as headline and subhead work where impact and readability are both important. The sturdy shapes and open counters make it a good fit for UI labels, navigation, and product interfaces. It can also perform well in signage and packaging where quick recognition and consistent texture matter.
The overall tone is modern and direct, projecting confidence without feeling aggressive. Its rounded geometry adds an approachable, friendly quality, while the restrained detailing keeps it professional and neutral. The rhythm reads as clean and efficient, suitable for straightforward communication.
The design appears intended as a dependable geometric sans that balances friendliness with authority. By keeping details minimal and counters open, it prioritizes clear forms, consistent rhythm, and versatile use across display and practical text-like applications.
Uppercase forms are built from simple, well-balanced geometry, while lowercase maintains a practical, highly readable construction with clear differentiation between similar shapes. Numerals follow the same rounded, sturdy structure, aiming for clarity and consistency in mixed text settings.