Sans Normal Efmef 9 is a light, normal width, low contrast, italic, normal x-height font visually similar to 'Honesty Sans' by Océane Moutot (names referenced only for comparison).
Keywords: branding, editorial, ui, packaging, advertising, modern, friendly, clean, casual, approachable, friendly emphasis, contemporary utility, readable slant, softened modernism, humanist, rounded, soft terminals, open apertures, lively rhythm.
A slanted sans with rounded, softly tapered stroke endings and smooth, circular bowls. The letterforms show open apertures and generous internal counters, with a gently modulated, humanist construction rather than strict geometric rigidity. Curves are clean and continuous (notably in C, G, O, and S), while diagonals and joins stay crisp without becoming sharp. The lowercase is compact and tidy, with single-storey a and g, a curved-descender j, and a straightforward, readable set of figures that follow the same oblique stance.
Well-suited to brand identities and marketing materials that want a modern, friendly voice, as well as editorial subheads and pull quotes where a slanted emphasis helps create momentum. The open forms and even rhythm also make it a practical option for UI labels, product packaging, and short-to-medium text settings where clarity and approachability are priorities.
The overall tone is contemporary and personable, combining a clean sans structure with a relaxed, handwritten-like slant. It feels informal without looking messy, projecting ease, clarity, and a lightly dynamic motion.
The design appears intended to deliver a versatile, contemporary sans with a built-in sense of motion, using a consistent oblique stance and softened terminals to keep the texture warm and readable. It aims to balance clean construction with an informal, approachable character for everyday communication.
The italic angle is consistent across capitals, lowercase, and numerals, creating a cohesive forward-leaning rhythm in text. Spacing appears balanced and even, supporting smooth word shapes, while the rounded terminals help soften the texture in longer passages.