Sans Normal Asmim 13 is a regular weight, normal width, low contrast, upright, short x-height font visually similar to 'Ideal Sans' by Hoefler & Co., 'Globe Grotesk Display' by Jan Charvát, 'Mundo Sans' by Monotype, 'Primana Pro' by RMU, 'URW Form' by URW Type Foundry, and 'Oslo' by Wilton Foundry (names referenced only for comparison).
Keywords: ui text, body text, branding, signage, packaging, neutral, modern, clean, friendly, pragmatic, clarity, versatility, modern utility, neutral branding, rounded, geometric, even, open, clear.
A clean, geometric sans with round, smoothly drawn curves and straight terminals. Strokes are evenly weighted with minimal contrast, producing a steady, uniform color in text. Proportions feel balanced and slightly compact in the lowercase, with a tidy, circular bowl construction and generous internal counters that keep forms open. Numerals follow the same rational, geometric logic with simple, readable silhouettes.
This font suits interface labels, product copy, and general-purpose editorial text where a clean sans is needed without feeling cold. Its geometric construction and open counters also make it effective for wayfinding, headlines, and brand identities that want a contemporary, approachable voice.
The overall tone is modern and matter-of-fact, with a friendly softness coming from the rounded geometry. It reads as straightforward and dependable rather than expressive or ornamental, making it feel at home in contemporary UI and brand systems.
The design appears intended as a versatile, modern workhorse sans: simple geometry, consistent stroke behavior, and clear letterforms aimed at reliable readability across sizes and contexts.
The rhythm in running text is calm and consistent, with clear distinctions between key shapes and comfortably open apertures. The design favors simplicity and clarity over quirks, and maintains a cohesive look across uppercase, lowercase, and numerals.