Sans Normal Amrim 2 is a bold, normal width, low contrast, upright, short x-height font.
Keywords: headlines, branding, signage, posters, packaging, modern, friendly, confident, clean, approachable, clarity, modern utility, friendly presence, display impact, geometric, rounded, open apertures, high legibility, even rhythm.
This typeface is a solid, clean sans with sturdy strokes and broadly geometric construction. Curves are smooth and generously rounded, while straight segments (as in E, F, T, and L) stay crisp and square-ended, creating a clear, contemporary rhythm. Uppercase forms read wide and stable (notably the circular O and the open C), and lowercase letters are compact with a relatively small x-height and simple, single-storey shapes where expected (a and g). Counters are open and well-defined, and figures are straightforward with clear silhouettes for quick recognition.
It is well-suited to display settings such as headlines, brand marks, packaging, and environmental or wayfinding graphics where strong, simple shapes help maintain clarity at a distance. It can also work for short bursts of text—captions, callouts, and UI labels—when a firm, friendly sans voice is desired.
The overall tone is modern and friendly, balancing a practical, no-nonsense presence with soft, approachable roundness. It feels confident and contemporary rather than technical or ornamental, making it easy to deploy without drawing attention away from the message.
The design intent appears to be a contemporary, broadly usable sans that emphasizes clarity and presence through geometric proportions and a strong, even stroke. It aims to deliver an approachable modern tone that remains neutral enough for many contexts while still feeling distinctive through its rounded, stable forms.
The design maintains consistent stroke weight and smooth curvature across the set, with minimal stylistic quirks beyond a gently rounded, geometric flavor. The forms favor clarity in mixed-case text, and the punctuation shown (including the apostrophe) matches the same sturdy, understated character.