Sans Normal Pamuj 2 is a very bold, normal width, low contrast, upright, normal x-height font visually similar to 'News Gothic EF' by Elsner+Flake; 'Benton Sans', 'Benton Sans Pro', and 'Benton Sans Std' by Font Bureau; 'Latino Gothic' by Latinotype; 'Franklin Gothic' and 'News Gothic No. 2' by Linotype; 'Applied Sans' by Monotype; and 'News Gothic' by URW Type Foundry (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, friendly, confident, modern, playful, sturdy, impact, approachability, clarity, contemporary display, rounded, soft corners, blocky, compact, smooth.
A heavy, rounded sans with broad, compact letterforms and smoothly curved joins. Strokes are consistently thick with minimal modulation, and terminals are blunt with softened corners rather than sharp cuts. Counters are relatively small for the weight, giving the design a dense, punchy texture, while round characters (O, C, G, 0) stay close to circular and maintain even color across lines. Numerals follow the same robust, rounded construction, with clear, simplified shapes intended to hold up at display sizes.
Well suited to headlines, posters, packaging, and brand marks that need high impact and quick legibility. It also works for short UI labels, social graphics, and signage where a friendly but forceful voice is desired, though longer text will feel dense due to the heavy color and small counters.
The overall tone is friendly and approachable while still feeling assertive and emphatic. Its softened geometry and chunky rhythm read as contemporary and slightly playful, making messages feel bold without becoming aggressive or harsh.
The font appears designed to deliver maximum presence with a softened, approachable character. Its rounded geometry and consistent thickness suggest an emphasis on durability, clarity, and a contemporary display voice for prominent messaging.
Spacing and proportions favor a compact, headline-driven look: wide stems, tight internal spaces, and strong silhouettes that remain recognizable at a glance. The design’s uniform stroke behavior creates a solid typographic “block” on the page, especially in multi-line settings.