Sans Normal Pemir 2 is a very bold, wide, low contrast, upright, normal x-height font visually similar to 'Arkit' by CAST; 'FF Mutual' by FontFont; 'Loew', 'Loew Next', and 'Loew Next Arabic' by The Northern Block; and 'Masny' by Tour De Force (names referenced only for comparison).
Keywords: headlines, posters, packaging, branding, signage, friendly, playful, chunky, approachable, confident, impact, approachability, display, simplicity, rounded, soft corners, compact apertures, heavy terminals, blobby.
A heavy, rounded sans with soft corners and generously filled-in counters. Curves dominate the construction, with circular bowls, smooth shoulders, and thick, even strokes that keep detail minimal. Many apertures are compact (notably in letters like c, e, and s), creating a dense, punchy texture, while the overall proportions remain stable and legible at display sizes. Numerals follow the same robust, rounded logic, with simplified shapes and strong silhouettes.
Best suited to headlines and short copy where impact and clarity matter, such as posters, branding, packaging, and attention-grabbing signage. It can also work for UI or social graphics in larger sizes where its dense counters and tight apertures remain clear.
The tone is warm and informal, leaning toward playful and friendly rather than technical or austere. Its substantial shapes and softened geometry give it a cheerful, approachable presence that reads as confident and bold without feeling aggressive.
The design appears intended to deliver a bold, friendly display voice built from rounded geometry and simplified forms. It prioritizes strong silhouettes and a consistent, soft-edged feel for energetic branding and prominent typographic statements.
The rhythm in text is tight and graphic, with small openings and large black areas producing strong word shapes. Round letters (O, Q, o, e) feel especially prominent, and the overall effect is cohesive across uppercase, lowercase, and figures.