Sans Normal Atgus 9 is a regular weight, normal width, low contrast, upright, normal x-height font.
Keywords: ui text, branding, editorial, packaging, signage, friendly, modern, clean, approachable, informal, everyday readability, friendly modernity, versatile branding, clear ui, rounded, humanist, open apertures, soft terminals, even rhythm.
A clean sans with rounded construction and gently softened terminals. Strokes are even and smooth, with subtle modulation driven more by geometry than by contrast, and curves are broadly circular. Proportions feel balanced with a moderate x-height and generous internal counters that keep forms open and legible. Details like the single-storey “a” and “g”, a curved descender on “y”, and a straightforward, open “e” reinforce a casual, contemporary tone while maintaining consistent spacing and rhythm across the set.
This font suits interfaces, product branding, and general-purpose editorial use where a clean sans is needed but a warmer tone is desired. The open counters and straightforward shapes also make it a good fit for short signage and packaging copy, especially at small-to-medium sizes.
The overall impression is friendly and easygoing, with a contemporary, everyday voice rather than a strict technical one. Its rounded shapes and open forms give it an approachable, human feel that reads as calm and unpretentious.
The design appears intended as a versatile, modern sans that prioritizes readability while adding a mild human touch through rounded geometry and friendly lowercase forms. It aims to feel contemporary and broadly usable without looking rigid or overly neutral.
The uppercase is simple and stable, while the lowercase carries more personality through single-storey forms and softly curved joins. Numerals appear clear and uncomplicated, matching the same rounded, even-stroke logic as the letters.