Sans Normal Apmat 2 is a bold, wide, low contrast, upright, normal x-height font visually similar to 'Internacional' by Los Andes; 'Conneqt' by Roman Melikhov; and 'Loew', 'Loew Next', and 'Loew Next Arabic' by The Northern Block (names referenced only for comparison).
Keywords: headlines, branding, posters, packaging, signage, modern, friendly, confident, clean, approachable, clarity, impact, modernity, approachability, rounded, geometric, smooth, open, sturdy.
This typeface is a sturdy sans with smooth, rounded geometry and generously open counters. Strokes maintain a consistent thickness across curves and straights, producing a stable, even color in text. Terminals are clean and largely squared-off, while bowls and circular forms read as near-geometric with softened transitions. Proportions feel broad with ample interior space, and spacing appears comfortable, supporting clear word shapes at display sizes.
It suits bold headlines, brand marks, and marketing materials where a clear, contemporary sans is needed. The open counters and consistent stroke behavior also support short blocks of text in interfaces, packaging, and signage where quick recognition is important.
The overall tone is modern and friendly, with a confident, no-nonsense presence. Its rounded construction keeps it approachable rather than severe, making it feel contemporary and utilitarian without looking cold. The uniform rhythm and open forms lend a straightforward, trustworthy voice.
The design appears intended as a contemporary, high-impact sans that balances geometric cleanliness with approachable roundness. It aims for strong presence and clarity through uniform stroke weight, open shapes, and uncomplicated construction.
Circular letters like O and Q read very round, and the numerals follow the same smooth, constructed logic, keeping the set visually cohesive. The lowercase shows a clear, simple structure with unobtrusive details, helping maintain clarity in dense lines while preserving a strong headline feel.