Sans Normal Mido 2 is a very bold, wide, medium contrast, upright, tall x-height font.
Keywords: headlines, posters, packaging, logos, signage, playful, friendly, chunky, retro, quirky, impact, approachability, display focus, retro flavor, rounded, soft, bulky, high-impact, poster-like.
A heavy, rounded sans with broad proportions and compact counters. Letterforms are built from simple geometric masses—ovals, circles, and blunt rectangles—with a consistently soft, swollen feel and minimal detailing. Terminals are mostly flat or gently curved, while joins stay sturdy and simplified, producing a dense, blocky texture. The lowercase shows a large x-height with short ascenders and descenders, and the overall spacing reads tight and weight-driven, optimized for bold display shapes rather than delicate interior structure.
Well-suited to headlines, posters, packaging, and bold branding where maximum impact and a warm, playful personality are desired. It can also work for short signage and title treatments, especially when set with generous line spacing to keep dense forms from clumping.
The overall tone is upbeat and approachable, with a cartoonish, mid-century display energy. Its inflated shapes and simplified geometry feel friendly and informal, leaning toward fun headlines and attention-grabbing statements rather than serious editorial voice.
The likely intention is a high-impact display sans that prioritizes silhouette, mass, and friendliness over fine detail. It appears designed to deliver a distinctive, retro-leaning voice for branding and attention-focused typography.
The design’s large black shapes and small apertures make it most legible at larger sizes, where the rounded silhouettes and rhythmic alternation of straight and curved strokes read clearly. In text blocks, it creates a strong, dark typographic color with an intentionally chunky cadence.