Sans Normal Asmur 7 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'BR Segma' by Brink; 'Acherus Feral', 'Acherus Grotesque', and 'Chesna Grotesk' by Horizon Type; and 'Pulp Display' by Spilled Ink (names referenced only for comparison).
Keywords: ui text, branding, editorial, signage, packaging, modern, neutral, clean, approachable, functional, versatility, legibility, contemporary clarity, systematic construction, geometric, rounded, open apertures, even color, crisp terminals.
This sans serif shows clean, near-monoline strokes with gently rounded curves and straightforward, unembellished terminals. Round letters (O, C, G) lean geometric, while straight-sided forms (H, N, E) stay crisp and evenly weighted, creating a steady typographic color. The lowercase is simple and contemporary, with a single-storey a and g, open counters, and a tall, clean ascender/descender rhythm that reads clearly in paragraph text. Numerals are similarly plain and legible, with smooth curves and consistent stroke behavior across the set.
It works well for UI and product copy, short-to-medium editorial text, and clear headings where a modern sans is needed without stylistic distraction. The even stroke weight and open forms also suit signage and packaging applications that benefit from clean, quick recognition at a range of sizes.
The overall tone is modern and neutral, aiming for clarity rather than personality. Its geometric roundness and restrained detailing feel approachable and contemporary, suited to interfaces and everyday communication where a calm, matter-of-fact voice is preferred.
The design appears intended as a versatile, general-purpose sans with a geometric foundation and a focus on legibility. Its restrained forms and consistent stroke logic suggest it was drawn to be dependable across common typographic contexts, from interface labels to marketing headlines.
Letterforms keep a disciplined, consistent construction with minimal modulation, supporting predictable spacing and a tidy line texture. The shapes favor clear apertures and uncomplicated joins, which helps maintain readability in both all-caps settings and mixed-case text.