Sans Normal Asmur 17 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Dikta Neue' by Atasi Studio, 'Altivo' by Kostic, 'Clear Sans' by Positype, 'Manifestor' by Stawix, and 'Halcyon' by Studio Buchanan (names referenced only for comparison).
Keywords: ui text, websites, editorial, corporate, signage, clean, modern, neutral, friendly, functional, versatility, clarity, legibility, modernity, geometric, open apertures, crisp, smooth, unembellished.
This is a clean sans with largely geometric construction: round characters are close to circular, and straight strokes terminate with crisp, square ends. Stroke thickness remains even across curves and stems, with minimal modulation. Proportions feel balanced and contemporary, with generous counters and open apertures that keep letters from clogging in text. Uppercase forms are straightforward and restrained, while the lowercase mixes simple, single-storey shapes (notably the a and g) with a compact, efficient rhythm; the overall spacing reads even and controlled.
Well-suited to interface and product typography, web and app text, and general-purpose branding where a neutral sans is needed. The open counters and simple shapes also make it appropriate for wayfinding, informational graphics, and editorial layouts that rely on consistent, unobtrusive readability.
The tone is neutral and modern, leaning friendly due to its roundness and open forms. It avoids decorative cues, giving it a practical, straightforward voice that feels contemporary and dependable rather than expressive or nostalgic.
The design appears intended as a versatile, contemporary workhorse sans: geometric enough to feel modern, but open and restrained enough to stay readable in paragraphs and functional settings. Its consistent stroke behavior and uncomplicated forms suggest an emphasis on clarity and broad usability.
Numerals are clear and simply drawn, matching the geometric logic of the letters and maintaining consistent stroke weight. The design emphasizes legibility through open bowls and unobtrusive detailing, making it feel calm and unforced in continuous reading.