Sans Normal Ammup 2 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'Newhouse DT' by DTP Types (names referenced only for comparison).
Keywords: headlines, posters, branding, signage, packaging, modern, neutral, confident, utilitarian, friendly, clarity, impact, simplicity, versatility, clean, geometric, crisp, rounded, compact.
A heavy, clean sans with predominantly geometric construction and softly rounded curves. Strokes are consistently thick with minimal modulation, and terminals are mostly straight-cut, producing crisp edges and a stable rhythm. Uppercase forms are broad and simple, with circular counters in C/O/Q and a straightforward, diagonal-legged R. Lowercase shows a compact, workmanlike feel with a double-storey g, open apertures, and sturdy, minimally tapered joins that keep shapes legible at display sizes.
This font is well suited to headlines and short statements where strong, even color and geometric clarity are priorities. It can support branding and packaging that needs a modern, straightforward sans, and it reads clearly for signage and large-format applications where bold shapes and open counters help maintain quick recognition.
The overall tone is modern and matter-of-fact, with a confident, no-nonsense presence. Its rounded geometry keeps it from feeling cold, lending a friendly, accessible voice suitable for contemporary brand and UI contexts.
The design appears intended as a robust, geometric sans for clear, high-impact communication. Its restrained details and consistent stroke weight suggest an emphasis on simplicity, reliability, and broad visual compatibility across contemporary design settings.
Figures are sturdy and highly uniform, with an open 4 and rounded bowls on 6/8/9 that match the circular character of the caps. The ampersand is simple and compact, and punctuation appears designed to stay visually prominent alongside the heavy letterforms.