Serif Normal Apma 12 is a very bold, very wide, high contrast, italic, normal x-height font.
Keywords: headlines, posters, editorial, branding, packaging, bold, vintage, assertive, sporty, impact, emphasis, classic appeal, display drama, motion, bracketed, wedge serifs, calligraphic, swashy, dynamic.
This is a heavy, right-leaning serif with pronounced contrast between thick stems and sharper connecting strokes. Serifs are strongly bracketed and often wedge-like, with tapered terminals that give many letters a subtly chiseled, calligraphic finish. The proportions feel expanded with generous interior space, while curves are full and rounded (notably in O/C/G and the bowls of b/p). The italic construction is robust rather than delicate, maintaining dense strokes, wide letterforms, and lively joins that create an energetic rhythm in words.
Best suited to headlines, pull quotes, magazine-style editorial settings, and brand marks where a forceful italic serif can carry personality. It can work in short passages at larger sizes when you want a traditional serif voice with heightened impact and momentum.
The overall tone is confident and attention-grabbing, with a vintage, poster-like presence. Its strong slant and emphatic serifs add a sense of motion and drama, suggesting classic display typography with a slightly sporty, headline-forward attitude.
The design appears intended to deliver a conventional serif foundation with amplified weight, slant, and contrast for display impact. It balances familiar text-serif structure with more theatrical, tapered details so it can feel classic while still projecting speed and emphasis.
Uppercase forms read stable and monumental, while lowercase shapes show more calligraphic character—especially in a, g, and y—helping longer text feel animated. Numerals are similarly weighty and expressive, with rounded forms that match the broad, sculpted curves of the letters.