Sans Normal Birum 11 is a bold, wide, low contrast, upright, normal x-height font visually similar to 'Myriad' by Adobe; 'FS Elliot', 'FS Elliot Paneuropean', and 'FS Hackney' by Fontsmith; and 'Belle Sans' by Park Street Studio (names referenced only for comparison).
Keywords: headlines, branding, packaging, posters, ui labels, friendly, modern, approachable, playful, soft, approachability, clarity, modernity, brand warmth, display impact, rounded, blunt, compact, open, smooth.
A rounded sans with soft, blunt terminals and generously curved joins that keep the texture smooth and even. Bowls and counters lean toward circular geometry, with open apertures and a consistent, sturdy stroke that avoids sharp contrast. The lowercase shows simple, single-storey forms (notably a and g) and a clean, legible rhythm; punctuation-like details such as i/j dots appear round and tidy. Numerals follow the same rounded construction, producing a cohesive, contemporary set for display and short-text use.
Best suited to headlines, logos, and brand systems that want a friendly modern voice, as well as packaging and poster work where soft geometry helps attract attention. It can also work for UI labels and short marketing copy where clarity and warmth are more important than a strictly neutral tone.
The overall tone is warm and approachable, with a mild playfulness coming from the rounded corners and friendly proportions. It reads contemporary and informal rather than technical, and the heavy, cushioned shapes give it a confident, upbeat presence.
The design appears intended to deliver a contemporary, approachable sans that stays highly legible while adding character through rounded terminals and circular construction. Its consistent curves and simplified lowercase forms suggest a focus on clear, confident display typography with an inviting personality.
Curved strokes dominate, and diagonals (such as in V/W/X/Y) are smoothed and slightly softened compared with more geometric grotesks. The design maintains a consistent visual color across mixed-case settings, and the rounded terminals help prevent harsh spots in large headlines.