Sans Normal Pumup 2 is a very bold, normal width, low contrast, upright, tall x-height font visually similar to 'Panton' and 'Panton Rust' by Fontfabric, 'Generic' by More Etc, 'TT Hoves Pro' by TypeType, and 'Mula' by Typesketchbook (names referenced only for comparison).
Keywords: headlines, posters, packaging, branding, signage, playful, friendly, chunky, retro, toy-like, friendly impact, playful display, soft legibility, brand voice, rounded, soft terminals, bulbous, heavy, bouncy rhythm.
A very heavy, rounded sans with soft, swollen strokes and generously curved corners throughout. Counters are small relative to the overall mass, giving letters a dense, cushioned silhouette, while internal shapes stay clean and simple for clarity. The lowercase shows a large x-height and short ascenders/descenders, producing a compact, blocky texture in lines of text. Geometry leans toward circles and ovals, with subtly flattened joins and smooth terminals that keep the forms friendly rather than mechanical.
Best suited for display settings where bold, friendly impact is needed—logos, packaging, posters, storefront or event signage, and social graphics. It also works for short UI labels or buttons when a playful, approachable voice is desired, but longer text blocks will benefit from larger sizes and more line spacing.
The overall tone is upbeat and approachable, with a chunky softness that feels playful and slightly retro. Its bouncy rhythm and rounded heft suggest kid-friendly packaging, casual signage, and lighthearted branding rather than formal editorial use.
Designed to deliver maximum visual presence with soft, rounded forms that remain legible and cohesive across caps, lowercase, and figures. The emphasis appears to be on warmth, approachability, and an unmistakably chunky display character for attention-grabbing titles and brand marks.
Spacing and shapes create a strong, even color on the page, especially in headlines; the heavier interior mass makes small sizes feel tight unless given extra tracking. The numerals and capitals match the same rounded, compact logic, helping mixed-case settings maintain a consistent, cohesive texture.