Sans Normal Sumid 12 is a very bold, normal width, medium contrast, upright, normal x-height font visually similar to 'Barmeno', 'Formata', and 'Formata W1G' by Berthold; 'EF Franklin Gothic' by Elsner+Flake; 'Clearface Gothic' and 'Franklin Gothic' by Linotype; 'Geller Sans' by Ludka Biniek; and 'Franklin Gothic' by URW Type Foundry (names referenced only for comparison).
Keywords: headlines, posters, packaging, branding, signage, friendly, confident, playful, retro, bold, impact, approachability, display clarity, geometric simplicity, rounded, soft corners, sturdy, compact, chunky.
A heavy, rounded sans with broad, blunt strokes and softly curved corners throughout. Curves are generous and circular, while terminals tend toward squared-off ends that keep the silhouettes sturdy and compact. Counters are moderately open for the weight, with a consistent, even rhythm across uppercase, lowercase, and numerals; the overall texture reads dense but controlled, with minimal stroke modulation and stable verticals.
Best suited to headlines and short statements where strong presence is needed—posters, packaging, signage, and brand marks that want a friendly but forceful voice. It can also work for UI labels and callouts at larger sizes where the dense stroke weight remains clear.
The overall tone feels approachable and upbeat, combining a solid, no-nonsense heft with softened geometry. Its rounded forms and compact silhouettes give it a friendly, slightly retro personality that stays confident and legible at display sizes.
The design appears intended to deliver maximum impact with a softened, geometric feel—pairing high visual weight with rounded construction to stay approachable rather than aggressive. It emphasizes bold readability and a cohesive, contemporary-display texture across letters and numbers.
Uppercase shapes lean toward simple, geometric constructions, while the lowercase keeps a straightforward, workmanlike structure that prioritizes clarity. Numerals match the letterforms in mass and rounding, supporting cohesive set-of-figures color in headlines.