Sans Normal Asmur 10 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Lader' by Groteskly Yours, 'Pulp Display' by Spilled Ink, and 'Segment' by Typekiln (names referenced only for comparison).
Keywords: ui text, branding, signage, editorial, presentations, clean, modern, neutral, friendly, functional, versatility, legibility, modernity, neutrality, clarity, geometric, monolinear, open apertures, rounded, crisp.
A clean sans with largely geometric construction and smooth, continuous curves. Strokes appear monolinear with minimal modulation, and terminals are generally straight-cut for a crisp finish. Round letters (C, O, Q, G) are close to circular, while verticals and horizontals stay steady and even, producing a calm rhythm. Spacing and proportions feel balanced, with clear counters and open apertures that keep the texture light and readable.
Performs well in UI and product text, dashboards, and other clarity-driven settings. The clean geometry also suits modern branding, wayfinding and signage, and general editorial or presentation use where a neutral, dependable sans is needed.
The overall tone is modern and neutral, with a quietly friendly character coming from the generous curves and uncomplicated forms. It reads as practical and unshowy, suitable for interfaces and contemporary brand systems where clarity is the priority.
The design appears intended to provide a versatile, contemporary sans centered on legibility and visual neutrality, using geometric round forms and steady stroke behavior to create a dependable all-purpose voice.
Uppercase forms are simple and structured, and the numerals are straightforward and highly legible at a glance. The lowercase maintains a consistent, contemporary feel, with rounded bowls and clear joins that avoid fussiness.