Sans Normal Asmur 18 is a regular weight, wide, low contrast, upright, normal x-height font visually similar to 'Dikta Neue' by Atasi Studio and 'BR Segma' by Brink (names referenced only for comparison).
Keywords: ui, web, branding, signage, presentations, clean, modern, neutral, friendly, tech, clarity, versatility, modernization, readability, neutrality, geometric, rounded, open, even, crisp.
A clean sans with predominantly geometric construction and rounded bowls, combining circular forms with straight-sided stems. Stroke weight is even and steady, with smooth curves and minimal modulation, creating a consistent texture in both display and text sizes. Counters are generally open and generous, terminals are straightforward, and joins stay tidy, giving the letterforms a crisp, contemporary rhythm. The overall proportions feel expansive, with ample internal space and a calm, readable cadence across lines.
Well-suited to user interfaces, dashboards, and web typography where even color and clear shapes support fast scanning. Its calm, geometric voice also works for contemporary branding, wayfinding and signage, and presentation decks that need a modern, dependable sans.
The tone is modern and neutral, leaning friendly through its rounded geometry and open counters. It feels straightforward and utilitarian rather than expressive, projecting clarity and approachability with a subtly tech-forward character.
The design appears intended as a versatile, contemporary workhorse: a geometric-leaning sans that prioritizes clarity, even texture, and dependable readability across sizes. Its restrained detailing suggests a focus on broad applicability in digital and print contexts rather than stylized display effects.
The caps read strong and stable with simple, well-balanced geometry, while the lowercase maintains a familiar, highly legible structure that keeps word shapes clear. Numerals appear clean and consistent with the rest of the design, supporting informative and interface-oriented typography without drawing attention to themselves.