Sans Normal Biday 12 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'Mute', 'Mute Arabic', and 'Mute Devanagari' by Indian Type Foundry and 'Akagi' and 'Akagi Pro' by Positype (names referenced only for comparison).
Keywords: headlines, posters, branding, signage, packaging, friendly, modern, confident, approachable, clean, impact, clarity, approachability, modernity, simplicity, geometric, rounded, open, even, sturdy.
This typeface is a robust sans with rounded, geometric construction and broadly even stroke weight. Curves are smooth and circular, counters are generously open, and terminals are clean with minimal modulation. Uppercase forms feel compact and stable, while lowercase shapes maintain clear, straightforward silhouettes (single-storey a and g), producing an overall consistent rhythm. Numerals are solid and highly legible, with simple, uncluttered forms.
It performs especially well in headlines, posters, and prominent UI or product typography where a strong, clean voice is needed. The sturdy shapes and open counters also make it a good choice for signage and packaging, where quick recognition and high contrast against backgrounds are important.
The overall tone is modern and approachable, with a friendly softness coming from the rounded curves and open apertures. Its heavy presence reads confident and direct without feeling aggressive, making it well suited to contemporary, people-forward branding.
The font appears designed to deliver a contemporary, geometric sans voice with strong impact and straightforward legibility. Its rounded, simplified letterforms suggest an intention to feel friendly and modern while remaining highly functional for display-led typography.
The design emphasizes clarity through large counters and simple joins, helping letters stay distinct at display sizes. The proportions and spacing feel balanced and steady, supporting dense settings like headlines without appearing overly tight or decorative.