Sans Normal Imbuw 2 is a very bold, wide, low contrast, upright, normal x-height font.
Keywords: headlines, posters, packaging, branding, logos, playful, friendly, chunky, retro, youthful, friendly impact, playful display, brand warmth, retro nod, rounded, soft, bubbly, compact counters, blunt terminals.
A heavy, rounded sans with inflated, pill-like strokes and consistently softened corners. Curves dominate the construction, with broad bowls, short joins, and blunt terminals that keep edges smooth rather than sharp. Counters are relatively tight and often circular, giving letters a dense, buttoned-up look at text sizes. The overall rhythm is steady and upright, with simple geometric forms and minimal detailing that emphasizes mass and legibility in short bursts.
Best suited to display roles such as headlines, posters, packaging, and brand marks where its rounded weight can act as a strong visual anchor. It also works well for playful UI labels, stickers, and short callouts, especially where a friendly tone is desired. For longer reading, larger sizes and generous spacing help preserve clarity.
The typeface feels cheerful and approachable, leaning into a toy-like, cushioned aesthetic. Its chunky forms read as casual and upbeat, with a mild retro flavor reminiscent of 1970s display lettering and contemporary kid-friendly branding. The overall tone is warm and non-serious, designed to attract attention without aggression.
The design intention appears to be a bold, approachable display sans built from soft geometric shapes, prioritizing impact and friendliness over typographic nuance. Its rounded terminals, compact counters, and simplified structures suggest it was drawn to feel contemporary, fun, and highly legible at larger sizes.
Uppercase and lowercase share the same rounded, simplified logic, and the figures adopt the same padded geometry for a cohesive voice. The dense counters and heavy internal joins can reduce clarity in long passages, but they reinforce the font’s distinctive, bubbly presence in headlines and large labels.