Sans Normal Afmoy 11 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'Innova' by Durotype and 'Informative' by Latinotype (names referenced only for comparison).
Keywords: branding, editorial, posters, packaging, ui, friendly, casual, modern, approachable, lively, add motion, soften tone, modernize, improve friendliness, maintain clarity, rounded, oblique, soft terminals, open apertures, humanist.
This typeface is an oblique, rounded sans with smooth curves and softly finished stroke endings. Letterforms show gentle humanist construction: bowls are broadly elliptical, joins are clean, and apertures (notably in c, e, and s) stay open for clarity. The slant is consistent across caps, lowercase, and figures, and the rhythm feels slightly springy due to subtle stroke modulation and varied internal spacing. Uppercase forms are simple and sturdy, while the lowercase adds warmth through rounded shoulders and generous counters; numerals are similarly curvy with clear silhouettes.
It suits branding and identity work that wants a modern-but-warm voice, as well as headlines and subheads in editorial layouts. The oblique stance makes it effective for posters, packaging, and promotional copy where a sense of movement helps. It can also work in UI or product surfaces for short labels and feature callouts where a friendly, contemporary tone is desired.
The overall tone is friendly and informal, with a contemporary, easygoing feel. The consistent slant and rounded shapes give it motion and approachability, making it read as conversational rather than strictly corporate.
The design appears intended to combine the neutrality of a sans with a more human, approachable personality through rounded construction and a steady oblique angle. It aims for clear, readable shapes while projecting energy and informality in both display settings and shorter text passages.
Diagonal strokes (like in K, V, W, X, and y) feel energetic without becoming sharp, and curved letters maintain a smooth, continuous flow. The punctuation and figures match the same softened, oblique character, helping the font feel cohesive in running text.