Sans Normal Asmur 1 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Equip' by Hoftype; 'Acherus Feral', 'Acherus Grotesque', and 'Chesna Grotesk' by Horizon Type; and 'Averta PE' and 'Averta Standard PE' by Intelligent Design (names referenced only for comparison).
Keywords: ui text, product design, editorial, signage, presentations, clean, modern, neutral, friendly, technical, clarity, versatility, modernity, neutral branding, readability, neo-grotesque, geometric, round terminals, open apertures, even rhythm.
A clean sans with a crisp, even stroke and a geometric-to-grotesque skeleton. Curves are smooth and round, counters are generous, and apertures stay fairly open, which helps clarity in text. Terminals are straight or softly rounded rather than tapered, and joins are tidy with minimal modulation. Proportions feel balanced and contemporary, with consistent spacing and a steady vertical rhythm across capitals, lowercase, and figures.
Works well for interface typography, dashboards, and product UI where consistent rhythm and open counters support scanning. It also suits editorial body text, reports, and presentations that need a neutral voice. The clear, uncomplicated capitals and numerals make it appropriate for wayfinding-style signage and general branding systems that prioritize clarity.
The tone is modern and neutral with a mild friendliness from the rounded bowls and open shapes. It reads as practical and straightforward rather than expressive, fitting interfaces and information-forward design. Overall it conveys calm competence and a lightly technical, contemporary feel.
Likely drawn as a versatile, general-purpose sans optimized for clarity and neutrality across both display sizes and running text. The design emphasizes stable proportions, open forms, and unobtrusive detailing to integrate smoothly into modern digital and print layouts.
Capitals are simple and sturdy with broad, clean curves (notably C/G/O/Q), while diagonals (A/V/W/X/Y) are sharp and well-controlled. The lowercase maintains legibility with clear differentiation between similar forms, and the numerals appear straightforward and text-friendly without ornamental quirks.