Sans Normal Amgup 7 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Astoria Sans' by Alan Meeks, 'Humanist 521' by Bitstream, 'Gill Sans MT WGL' and 'Gill Sans Nova' by Monotype, 'Humanist 521' by ParaType, and 'Humanist 521' by Tilde (names referenced only for comparison).
Keywords: ui text, signage, brand systems, presentations, editorial display, modern, neutral, clean, friendly, functional, versatility, legibility, modernization, clarity, systematic design, geometric, rounded, crisp, balanced, open.
This typeface is a clean sans with broadly geometric construction and smooth, round curves. Strokes remain even and steady, with clear, open counters and a restrained, no-nonsense rhythm. Terminals are mostly straight or softly squared, and the overall proportions feel balanced with slightly generous bowls and clean joins that keep shapes legible at a range of sizes. The lowercase shows a straightforward, contemporary skeleton with simple forms and minimal detailing, while figures are clear and sturdy with consistent weight and width relationships.
It suits interface and product typography where clarity and consistency are important, and it can scale up effectively for headings, navigation, and signage. The even color and open forms also make it a practical choice for brand systems, presentation decks, and general-purpose editorial layouts.
The overall tone is modern and neutral, prioritizing clarity over personality. Its rounded geometry lends a mild friendliness, while the crisp outlines and consistent rhythm keep it professional and understated.
The design intent appears to be a versatile, contemporary sans that stays out of the way while maintaining a polished, geometric finish. It aims for dependable legibility and a broadly applicable visual voice suitable for everyday communication.
The shapes emphasize circular bowls and smooth arcs, giving the font a coherent geometric flavor without becoming overly stylized. Spacing appears even and stable in running text, supporting a calm texture and predictable word shapes.