Sans Normal Amgid 7 is a regular weight, wide, medium contrast, upright, normal x-height font.
Keywords: branding, ui, headlines, marketing, signage, modern, friendly, clear, approachable, calm, readability, simplicity, versatility, clarity, modernity, airy, clean, geometric, open counters, rounded terminals.
The design is a geometric-leaning sans with generously rounded bowls and a notably open, wide footprint across both uppercase and lowercase. Strokes appear fairly even with gently modulated curves, and terminals tend to be clean and softly finished rather than sharp. Counters are large and airy (especially in O, e, and 8), while joins stay smooth, producing an even rhythm in text. The lowercase uses single-storey forms (notably a and g), reinforcing a simplified, rounded construction and a clean, contemporary texture.
It suits branding systems and identity work that need a modern, welcoming tone, especially in tech, consumer products, and contemporary retail. The open counters and rounded geometry make it a solid choice for UI labels, dashboards, and product typography where clarity is important. It also performs well for headlines and short paragraphs in editorial or marketing settings, creating a clean, spacious texture at larger sizes.
This typeface feels contemporary and approachable, with a friendly warmth that comes from its rounded construction and soft terminals. The overall tone is calm and confident rather than loud, leaning more toward everyday clarity than fashion-forward eccentricity. Its wide stance and smooth curves give it an open, inclusive personality that reads as modern and straightforward.
The letterforms suggest an intention to deliver a modern, geometric sensibility while staying easy to read in continuous text. The wide proportions and large counters prioritize openness and legibility, and the simplified lowercase shapes point to a design aimed at straightforward, contemporary communication. Overall, it appears built to balance neutrality with a mild, friendly character.
The uppercase has a stable, geometric presence with broad shapes and smooth curves, while the lowercase keeps the same rounded logic for a consistent voice. Numerals appear clean and highly legible with generous interior space, particularly in 6, 8, and 9, supporting functional use in interfaces and data-adjacent contexts.