Sans Normal Efmid 7 is a light, normal width, medium contrast, italic, normal x-height font.
Keywords: branding, editorial, ui text, marketing, packaging, modern, friendly, clean, approachable, informal, warmth, clarity, contemporary, approachability, versatility, humanist, rounded, open, airy, smooth.
This typeface is a slanted sans with rounded, open forms and a softly modulated stroke that stays consistent across the alphabet. Curves are smooth and generous, with oval counters and gently tapered joins that give letters a fluid, handwritten-adjacent rhythm without becoming script-like. Terminals are mostly clean and slightly softened, and the overall proportions feel balanced and readable, with clear differentiation between similar shapes across uppercase, lowercase, and figures.
It suits branding and packaging that want a clean sans with a warmer, more personable texture than a strict geometric italic. The steady rhythm and open forms also work well for editorial subheads, pull quotes, and interface text where a touch of informality is desirable without sacrificing clarity.
The overall tone is modern and approachable, with a casual, conversational energy created by the steady italic slant and rounded construction. It feels friendly rather than technical, lending a lightly personal voice while still reading as a straightforward sans in text.
The design appears intended to provide a contemporary italic sans voice that feels human and easygoing, combining clean construction with softened curves for comfortable reading. It aims to bridge practical usability and a gentle personality, making it adaptable across both display accents and supportive text roles.
Uppercase shapes keep a simple geometric backbone but avoid rigidity through softened curves and subtle stroke modulation. The lowercase maintains open apertures and calm spacing, helping longer strings of text look even and unforced. Numerals follow the same smooth, rounded logic, pairing well with the letters in continuous reading.