Sans Normal Edgum 7 is a regular weight, normal width, low contrast, italic, normal x-height font.
Keywords: branding, editorial, ui text, advertising, packaging, modern, clean, dynamic, friendly, forward motion, clarity, modern versatility, friendly tone, rounded, humanist, open, airy, smooth.
This italic sans uses smooth, rounded strokes with a steady rhythm and gently tapered joins. Curves are drawn with clean, near-elliptical geometry, and terminals are mostly sheared and open rather than blunt, which keeps counters spacious. Capitals feel simple and slightly condensed by the slant, while the lowercase shows lively, calligraphic-like flow in forms such as a, e, g, and y. Numerals match the same forward-leaning stance, with clear, open shapes and consistent stroke thickness.
Well-suited to branding systems that need a modern, active voice, as well as editorial decks and pull quotes where italic emphasis is integral to the typographic palette. The open shapes and steady color also make it a practical option for UI labels, short paragraphs, and marketing copy where a clean, forward-leaning style is desired.
The overall tone is contemporary and approachable, combining a technical cleanness with a sense of motion from the consistent italic angle. It reads as confident and streamlined rather than formal, making it feel energetic without becoming loud or decorative.
The design appears intended to deliver a contemporary italic sans that remains readable and even-textured, with rounded geometry and open counters to preserve clarity while adding momentum. It aims for a balanced, versatile personality that can function both as emphasis and as a primary voice in display-to-text applications.
The slant is pronounced and consistent across cases, helping words form a strong diagonal texture. Open apertures and generous internal space support clarity in continuous text, while the simple, rounded construction keeps headings looking smooth and cohesive.