Sans Normal Asmur 11 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Izmir' by Ahmet Altun, 'BR Sonoma' by Brink, and 'Goga' by Narrow Type (names referenced only for comparison).
Keywords: ui text, body text, signage, editorial, brand systems, clean, modern, neutral, friendly, practical, legibility, versatility, neutrality, clarity, geometric, rounded, open counters, large apertures, straight terminals.
A clean, geometric sans with round bowls and gently squared curves, built from simple circular and elliptical forms. Strokes are even and steady, with mostly straight terminals and minimal modulation. Proportions feel balanced and orderly, with open counters and generous apertures that keep shapes clear at text sizes. The lowercase forms are straightforward and readable, and the numerals match the same restrained, utilitarian construction.
Well-suited for interface typography, product copy, and general-purpose body text where clarity and neutrality are priorities. The open forms also make it a strong candidate for signage and wayfinding, as well as editorial layouts that need a modern sans without an overt stylistic signal.
The overall tone is neutral and contemporary, leaning approachable rather than corporate or stylized. Its simple geometry and consistent rhythm give it a calm, dependable voice that stays out of the way of the message.
Likely designed as a versatile, go-to sans that emphasizes legibility and consistency through simple geometric construction. The restrained details and balanced proportions suggest an intention to perform reliably across both display and text contexts without calling attention to itself.
Spacing and rhythm appear tidy and consistent across the sample text, with letterforms that avoid sharp quirks or decorative details. Rounded characters (C, G, O, Q, e) keep a smooth, continuous flow, while the straight-sided forms (E, F, H, N) maintain a crisp, structured grid-like presence.