Sans Normal Amguh 12 is a regular weight, normal width, low contrast, upright, short x-height font.
Keywords: ui text, branding, signage, headlines, packaging, modern, friendly, clean, pragmatic, neutral, versatility, clarity, approachability, system design, rounded, open apertures, geometric, even rhythm, high legibility.
A rounded, geometric sans with smooth circular bowls, straight-sided verticals, and crisply cut terminals. Curves are drawn with an even stroke and minimal modulation, producing a steady texture in both display sizes and text. Uppercase forms read clear and structured, while the lowercase keeps simple, single-storey constructions where expected (notably the a and g), with open counters and apertures that stay readable. Numerals follow the same geometric logic, with broad, stable shapes and consistent stroke endings.
Well suited to interface typography, wayfinding, and general editorial or product copy where a clean, readable sans is needed. The smooth geometry also makes it a strong option for brand systems, packaging, and headlines that benefit from a modern, friendly tone without becoming decorative.
The overall tone is contemporary and approachable, balancing a utilitarian clarity with a soft, rounded friendliness. It feels neutral enough for general-purpose design while still projecting a mild, modern character through its circular forms and clean finishing.
Likely intended as a versatile everyday sans that prioritizes clarity and consistency, using rounded geometric construction to add warmth while remaining straightforward in text. The design choices suggest a focus on broad usability across print and screen contexts.
In running text the spacing and proportions create an even, calm rhythm, and the round letters (o, e, c) set a cohesive visual theme across the alphabet. The design leans on simple geometry rather than calligraphic detail, which helps maintain consistency across mixed-case and numerals.