Sans Normal Adgem 4 is a regular weight, normal width, low contrast, italic, normal x-height font.
Keywords: branding, headlines, ui, packaging, posters, friendly, modern, casual, clean, approachable, warmth, motion, approachability, clarity, modernity, rounded, humanist, oblique, open apertures, soft terminals.
A rounded, oblique sans with smooth, low-contrast strokes and a softly modulated rhythm. Letterforms lean forward consistently, with generous curves, open counters, and rounded joins that keep the texture airy rather than dense. Terminals are generally softened and slightly sheared by the slant, and many shapes favor circular/elliptical construction, especially in C/G/O/Q and the bowls of b/d/p/q. The overall color is even and readable, with clear distinctions between similar forms (notably 0 vs O and 1’s simple vertical form).
Well-suited to branding and display typography where a modern, approachable voice is needed, such as product packaging, lifestyle marketing, and posters. The open apertures and even stroke color also make it a comfortable option for UI labels, short paragraphs, and editorial callouts when set at moderate sizes.
The font reads as friendly and contemporary, combining a clean sans foundation with an informal, energetic slant. Its rounded construction and open shapes give it an approachable, conversational tone rather than a technical or rigid one.
The design appears intended to deliver a clean sans-serif reading experience while adding warmth and motion through a consistent oblique slant and rounded geometry. It balances clarity with personality, aiming for a contemporary look that feels friendly and informal without becoming overtly decorative.
Uppercase forms are simple and streamlined, with rounded shoulders and minimal angularity; the R’s leg and the Q’s tail add subtle character without becoming decorative. Lowercase shows a lively handwritten-adjacent feel in letters like a, g, and y, while maintaining consistent stroke behavior across the set. Numerals are smooth and rounded, with a clearly curved 2 and a single-storey-style 4 that keeps the set cohesive with the letters.