Sans Normal Utmav 7 is a regular weight, narrow, low contrast, italic, short x-height font.
Keywords: branding, posters, headlines, packaging, signage, playful, retro, casual, friendly, quirky, friendly tone, display clarity, retro nod, compact set, oblique, rounded, bouncy, compact, lively.
A compact, oblique sans with rounded bowls and smoothly curved joins. Strokes stay fairly even throughout, with soft terminals and a gently elastic rhythm that makes letters feel slightly springy rather than rigid. Proportions are tight and efficient, with a comparatively small x-height and narrow overall footprint; curves in letters like C, G, O, and S read as clean, ellipse-based shapes. Numerals follow the same rounded, slanted construction, maintaining consistent weight and a cohesive, informal texture in text.
Well suited to branding and headline work where a friendly, energetic voice is needed, such as posters, packaging, product labels, and signage. It can also work for short bursts of text (taglines, callouts, UI banners) when you want an informal tone and a compact footprint.
The overall tone is upbeat and approachable, with a subtle retro flavor reminiscent of mid-century signage and casual display typography. Its slant and rounded geometry give it a lively, conversational feel that reads as friendly rather than formal or technical.
This design appears intended to deliver a lively, approachable sans voice by combining a pronounced oblique stance with rounded, low-contrast construction and compact proportions. The consistent, soft geometry suggests an emphasis on smooth texture and personality over strict neutrality.
The oblique angle is strong enough to register immediately in both uppercase and lowercase, and the compact letterforms create a dense, energetic line. Round counters and softened ends help keep the texture smooth at larger sizes while still feeling informal and characterful.