Sans Normal Abmar 2 is a regular weight, normal width, low contrast, italic, normal x-height font.
Keywords: branding, advertising, posters, headlines, packaging, dynamic, sporty, modern, friendly, confident, convey motion, modern emphasis, friendly clarity, display impact, slanted, clean, rounded, geometric, brisk.
This typeface is a slanted sans with smooth, rounded forms and a clean, low-contrast stroke. The lettershapes lean consistently to the right, with gently elliptical bowls and compact joins that keep counters open and readable. Curves dominate the construction, while diagonals (notably in A, V, W, X, Y) are crisp and energetic, producing a lively rhythm. Numerals follow the same rounded, slightly condensed geometry and maintain even color across a line of text.
It suits branding and promotional work where a sense of speed and modernity is useful, such as posters, ads, packaging, and product messaging. It also performs well in short-to-medium headline text and UI callouts where emphasis and momentum are desired.
The overall tone feels fast and contemporary, with an active, forward-leaning stance that suggests motion. Its rounded shaping keeps it approachable rather than aggressive, balancing efficiency with friendliness for upbeat, modern communication.
The design appears intended to deliver a modern italic voice without becoming calligraphic, using rounded geometric construction to keep the texture even and the forms straightforward. Its emphasis on consistent slant and smooth bowls suggests a focus on energetic display and clear, contemporary messaging.
In text, the steady slant and rounded terminals create a cohesive flow, especially in mixed-case settings. The design reads best when given a bit of breathing room, where its diagonal energy and smooth curves can stay distinct without crowding.