Sans Normal Atduw 7 is a regular weight, wide, low contrast, upright, normal x-height font.
Keywords: ui text, editorial, branding, packaging, wayfinding, friendly, casual, approachable, humanist, contemporary, approachability, legibility, everyday use, modern neutrality, friendly branding, rounded, open counters, soft terminals, even rhythm, low stress.
This typeface is a clean sans with gently rounded construction and smooth, low-contrast strokes. Curves are generous and circular (notably in O/C/G), while joins and terminals are softened rather than sharply squared. Proportions feel roomy with open apertures and clear counters, and the overall spacing and rhythm read evenly in text. Uppercase forms are straightforward and stable, while lowercase shapes maintain a simple, highly legible skeleton with modest modulation in widths across glyphs.
It works well for interface copy, product and lifestyle branding, and editorial settings where a neutral but warm sans is needed. The open counters and soft terminals support readability at small to medium sizes, while the simple uppercase forms hold up for headings and short display lines.
The tone is friendly and informal without becoming playful or decorative. Its softened geometry and open shapes give it an approachable, modern voice suited to everyday communication and comfortable reading.
The font appears designed to provide a modern, accessible sans with a gentle, human feel—prioritizing legibility and a welcoming tone over strict geometric rigidity or technical austerity.
The design favors clarity: bowls stay open, curved letters maintain smooth continuity, and figures follow the same rounded logic for a cohesive set. In paragraph text it presents a calm texture with minimal sharpness, producing a relaxed, readable color.