Sans Normal Budug 2 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'FF Kievit' by FontFont (names referenced only for comparison).
Keywords: ui text, branding, packaging, posters, editorial, friendly, contemporary, approachable, clean, informal, legibility, approachability, modern neutrality, everyday sans, rounded, humanist, soft, open, lively.
A rounded, low-contrast sans with softly modulated strokes and gently flared terminals that add a subtle humanist feel. Curves are smooth and open, with generous apertures and a steady rhythm that keeps text readable at display and text sizes. Proportions feel slightly varied from glyph to glyph, giving the face a natural, less-mechanical texture while maintaining consistent spacing and even color on the line.
This font suits interface copy, product branding, and packaging where a clear but personable voice is needed. It also performs well in posters, headings, and editorial layouts that benefit from a modern sans with a softer edge, especially when set at medium-to-large sizes.
The overall tone is warm and approachable, balancing a modern clarity with a lightly casual, almost hand-influenced softness. It reads as friendly and non-intimidating rather than strictly corporate or technical, making it well suited to communication-forward design.
The design appears intended to deliver a versatile everyday sans that avoids cold geometry by introducing gentle, humanist shaping. It aims for broad legibility while projecting a friendly, contemporary personality appropriate for general-purpose communication.
Round letters (like O, C, and G) stay clean and circular, while joins and terminals are subtly softened rather than sharply cut. The numerals match the same open, rounded construction, helping mixed text and figures feel cohesive.