Sans Normal Asmud 23 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Avenir Next' and 'Avenir Next Cyrillic' by Linotype, 'Primana Pro' by RMU, 'URW Form' and 'URW Geometric' by URW Type Foundry, 'Clarika Pro' by Wild Edge, and 'Oslo' by Wilton Foundry (names referenced only for comparison).
Keywords: ui text, editorial, branding, wayfinding, packaging, modern, neutral, clean, friendly, pragmatic, versatility, legibility, clarity, modernity, geometric, monoline, rounded, open apertures, straight terminals.
This typeface is a monoline sans with predominantly geometric construction and smooth, circular curves. Uppercase forms are clean and even, with broad, open counters in letters like C, O, and G, and simple, straight-sided verticals throughout. The lowercase follows a straightforward, contemporary skeleton with a double-storey a and single-storey g, compact joins, and clearly separated bowls and stems. Terminals are mostly straight and unmodulated, and the overall rhythm is steady, with balanced sidebearings that keep text color even across lines.
It is well suited to interface copy, product and marketing typography, and general-purpose editorial settings where consistent texture and quick character recognition matter. The clear, geometric forms also work effectively in signage and information design, as well as straightforward brand systems that need a modern, dependable sans.
The overall tone is contemporary and unobtrusive, projecting clarity and practicality rather than strong personality. Its rounded geometry adds a mild friendliness, while the crisp, no-nonsense detailing keeps it professional and adaptable.
The design appears intended as a versatile, everyday sans that prioritizes legibility and calm neutrality, using geometric shapes and restrained detailing to remain flexible across many contexts.
Distinctive cues include the single-storey g with a rounded ear, a clean, simple t with a short crossbar, and numerals that read plainly at text sizes (notably a rounded 0 and open 2/3 forms). The uppercase and lowercase feel closely related in proportion, supporting a cohesive voice across headings and running text.