Sans Normal Adman 12 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'Brutalista' by Latinotype (names referenced only for comparison).
Keywords: ui text, branding, editorial, headlines, packaging, modern, friendly, clean, casual, legibility, contemporary tone, italics emphasis, approachable voice, oblique, rounded, open apertures, humanist.
A clean oblique sans with smoothly rounded curves and a steady, low-contrast stroke. The letterforms show open apertures and generous counters, with softly squared terminals that keep the texture even in paragraphs. Proportions feel balanced and contemporary, with a slightly lively rhythm from the slant and the varied widths across the alphabet. Numerals match the lowercase tone, staying simple and highly legible with round bowls and clear interior space.
This font works well for interface typography, product copy, and editorial layouts where an italic voice is needed without sacrificing clarity. It is also suitable for branding accents, pull quotes, and headings that benefit from a subtle sense of motion and friendliness. The even stroke and open forms help it remain readable across a range of sizes.
The overall tone is modern and approachable rather than formal. Its slant adds motion and informality, while the rounded construction keeps the voice friendly and uncomplicated. It reads as a practical, contemporary italic suited to everyday communication.
The design appears intended as a versatile oblique sans that balances neutrality with warmth. Its rounded construction and open apertures prioritize legibility, while the consistent slant provides emphasis and a contemporary, active feel.
The uppercase feels stable and straightforward, while the lowercase carries more personality through open shapes and rounded joins. The italic angle is consistent across letters and figures, helping maintain a cohesive flow in longer text settings.