Sans Normal Utbam 3 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'Telder HT Pro' by Huerta Tipográfica, 'Rooney Sans' by Jan Fromm, and 'Quire Sans' by Monotype (names referenced only for comparison).
Keywords: branding, headlines, posters, ui labels, captions, modern, dynamic, clean, friendly, sporty, expressive emphasis, modern utility, approachable clarity, fast-paced tone, oblique, rounded, humanist, open, upright terminals.
This typeface is an oblique sans with smooth, rounded bowls and low stroke modulation. Letterforms show open apertures and softly tapered joins, with a consistent forward slant that creates a quick, directional rhythm. The capitals are clean and compact, while the lowercase keeps a readable, everyday structure with a single-storey a and g and generous counters. Figures are straightforward and legible, matching the same rounded, slightly condensed feel and steady spacing.
It works well for branding and headline settings where a sense of motion or emphasis is helpful, and it remains clear enough for short UI labels, captions, and pull quotes. The rounded construction and open counters make it suitable for modern marketing, sports or lifestyle graphics, and general-purpose display text.
The overall tone feels contemporary and energetic, with the italic posture adding motion and emphasis without becoming decorative. Rounded curves and open shapes keep it approachable and friendly, while the crisp construction maintains a professional, modern edge.
The design appears intended to provide a clean, modern sans with built-in emphasis via a consistent oblique angle, balancing readability with a lively, forward-moving stance. Its rounded geometry suggests an aim for approachability while keeping a crisp, contemporary finish.
The slant is uniform across the set, and curved letters (C, G, S, O) read particularly smooth and circular, reinforcing the font’s rounded character. Terminals and joins avoid sharp spurs, contributing to a clean texture in longer lines of text.