Sans Normal Amlar 7 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'Aribau Grotesk' by Emtype Foundry, 'Equitan Sans' by Indian Type Foundry, 'Lota Grotesque One' by Latinotype, and 'Lota Grotesque' by Los Andes (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, modern, friendly, clean, confident, utilitarian, impact, clarity, versatility, contemporary voice, legibility, geometric, rounded, open apertures, uniform strokes, high legibility.
A heavy, geometric sans with largely uniform stroke thickness and broad, open counters. Curves are built from clean circular and elliptical forms, giving letters like C, O, and G a smooth, regular rhythm, while joins stay crisp and controlled. Terminals are mostly straight and blunt, with minimal modulation and a sturdy baseline presence; bowls are generous and the overall spacing reads even and purposeful in text.
It performs best in display contexts where impact and quick readability matter, such as headlines, posters, signage, and brand wordmarks. The clear shapes and open counters also suit short UI labels, callouts, and packaging copy where a sturdy, contemporary sans is needed.
The tone is modern and approachable, balancing a friendly roundness with a no-nonsense, workmanlike solidity. Its strong color on the page feels confident and straightforward rather than delicate or expressive, lending a contemporary, practical voice to headlines and UI-style messaging.
The design appears intended to deliver a geometric, highly legible sans with a firm, contemporary presence—prioritizing clarity, consistency, and bold visual impact while staying broadly neutral and versatile.
Lowercase forms favor simple constructions with clear differentiation, and the numerals share the same geometric logic for a consistent set. The strong weight produces a dense typographic color, so generous line spacing helps maintain clarity in longer settings.