Sans Normal Amlak 15 is a bold, wide, low contrast, upright, normal x-height font visually similar to 'Bauziet' by Halbfett, 'Neue Rational Standard' by René Bieder, and 'Arbeit Pro' by Studio Few (names referenced only for comparison).
Keywords: headlines, posters, signage, packaging, branding, modern, confident, friendly, clean, utilitarian, clarity, versatility, modernity, approachability, rounded, geometric, open, sturdy, neutral.
A sturdy sans with broad, even strokes and generously rounded curves. Letterforms lean toward geometric construction, with circular bowls and smooth joins, while terminals are mostly straight and cleanly cut for a crisp silhouette. Counters are open and fairly large, aiding clarity, and the overall rhythm is steady and well balanced, with simple, uncluttered shapes across capitals, lowercase, and figures.
Its strong, rounded structure makes it well suited to headlines, display copy, and short-to-medium text where clarity and presence matter. It should perform particularly well in signage, packaging, and brand systems that need a contemporary, friendly voice and high legibility at a distance.
The font reads as modern and dependable, projecting a straightforward, no-nonsense tone softened by round forms. It feels approachable rather than technical, with enough weight and presence to be assertive without becoming aggressive.
The design appears intended as a versatile, modern sans that prioritizes clear shapes, consistent stroke weight, and an approachable geometric feel. It aims to provide a dependable all-purpose voice for contemporary UI and graphic use while retaining enough personality for branding.
Capitals show a stable, architectural feel with broad curves in C/G/O and a straightforward, compact E/F. The lowercase maintains a simple, contemporary structure with single-storey forms where expected, keeping the texture smooth in running text. Numerals are robust and highly legible, matching the letterforms closely in stroke and proportion.