Sans Normal Rugiv 2 is a regular weight, wide, low contrast, italic, normal x-height font visually similar to 'FS Hackney' by Fontsmith, 'Brignell Sunday' by IB TYPE Inc., and 'Sans Beam' by Stawix (names referenced only for comparison).
Keywords: branding, packaging, posters, headlines, advertising, friendly, modern, casual, approachable, sporty, approachability, readability, motion, modernity, versatility, rounded, soft terminals, humanist, open apertures, oblique.
A rounded sans with an oblique slant and softly sculpted strokes. Curves dominate the construction, with generous rounding at corners and terminals that feel blunt and cushioned rather than sharp. Counters and apertures are open and clear, and the overall rhythm is lively, with slightly elastic widths and a gently handwritten flow despite the clean, sans-serif structure. Numerals follow the same smooth, rounded logic, keeping forms simple and highly legible at display sizes.
Well suited to branding systems, packaging, and promotional design where a friendly, contemporary voice is needed. The oblique stance and open forms also make it effective for short paragraphs, UI highlights, and signage where warmth and clarity should coexist.
The tone is upbeat and approachable, blending modern cleanliness with an informal, human touch. Its rounded shapes and steady forward slant suggest motion and friendliness, making the font feel energetic without becoming loud or decorative.
Likely designed to offer a versatile, modern sans with a built-in sense of motion and approachability. The consistent rounding and open shapes suggest an emphasis on readability and a welcoming personality for everyday commercial and editorial use.
The italic angle is consistent across caps, lowercase, and figures, creating a cohesive texture in text. Round letters (like O, C, G, and the bowls in b/p/d) look notably smooth and even, while diagonals (V, W, X, Y, K) maintain the same softened endings, helping the set feel unified.