Sans Normal Pubam 2 is a very bold, wide, low contrast, upright, tall x-height font visually similar to 'Hatchway' by Rômulo Gobira (names referenced only for comparison).
Keywords: headlines, posters, packaging, branding, signage, friendly, playful, chunky, retro, impact, approachability, display clarity, brand voice, rounded, soft, sturdy, compact, bubblelike.
A heavy, rounded sans with thick strokes, soft corners, and broadly circular bowls. Terminals are blunt and cushioned rather than sharp, and counters stay relatively open for the weight. Proportions lean squat and expansive, with a tall lowercase presence and minimal apparent stroke modulation, giving the alphabet a steady, even rhythm. Figures are similarly bold and simplified, built from smooth curves and wide horizontal spans for strong silhouette clarity.
Best suited to short, high-impact text such as headlines, posters, storefront or wayfinding signage, and bold packaging callouts. It also works well for branding elements that benefit from an approachable, rounded voice, especially where legibility at a distance and strong silhouette recognition are priorities.
The overall tone is warm and approachable, with a bouncy, almost toy-like softness that reads as cheerful rather than formal. Its chunky shapes and rounded joins evoke a casual retro feel, favoring friendliness and immediacy over precision.
The design appears intended to deliver maximum visual impact with a friendly, rounded character, combining sturdy weight with softened geometry for approachable display typography.
Large punctuation and dots (notably the i/j dots) appear prominent and rounded, reinforcing the bubbly construction. The uppercase set maintains strong, simple geometry with consistent corner rounding, producing a cohesive, logo-ready texture at display sizes.