Sans Normal Efmay 18 is a light, normal width, low contrast, italic, normal x-height font.
Keywords: branding, ui, editorial, packaging, posters, modern, friendly, casual, clean, airy, approachability, clarity, contemporary tone, everyday readability, forward motion, monolinear, rounded, oblique, open apertures, soft terminals.
A monolinear oblique sans with rounded construction and gently tapered, soft terminals. The overall drawing favors open, circular bowls and broad curves, with generous counters and clear apertures that keep forms from closing up. Uppercase proportions are straightforward and geometric, while the lowercase introduces a livelier, slightly more handwritten rhythm; strokes lean consistently and maintain even texture across words. Numerals match the same smooth, open style, reading cleanly at display sizes and staying consistent with the alphabet’s curvature.
Well-suited to modern branding systems that want a friendly, human-leaning sans, as well as UI and product copy where a softer tone is desired. It also works effectively for editorial callouts, packaging labels, and poster headlines where the oblique stance can add energy without heavy styling.
The tone is contemporary and approachable, with a relaxed, conversational feel created by the steady slant and rounded forms. It reads as friendly and informal without becoming quirky, giving text a light, easy-going momentum.
The design appears intended to provide a clean, contemporary oblique sans that balances geometric clarity with a softer, more personable rhythm. Its open forms and even texture suggest an emphasis on readable, versatile typography with a gentle, modern character.
The sample text shows a smooth, even color line with minimal stroke modulation and a clear diagonal emphasis, which helps create forward motion in longer passages. The curvature and openness of bowls and joins contribute to legibility, while the overall softness keeps it from feeling rigid or technical.