Sans Normal Ambum 2 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Boston', 'Facundo', and 'Rebrand' by Latinotype and 'Clear Sans' by Positype (names referenced only for comparison).
Keywords: ui text, signage, editorial, branding, presentations, clean, modern, neutral, friendly, functional, clarity, neutrality, modern utility, everyday legibility, geometric, rounded, open counters, smooth curves, minimal.
A clean, geometric sans with round, circular bowls and smooth continuous curves paired with straight, even stems. Terminals are mostly flat and squared-off, while curves stay broadly rounded, producing a crisp but approachable texture. Counters are open and uncomplicated, and proportions feel balanced with straightforward, utilitarian shapes across caps, lowercase, and numerals.
This style suits interface copy, wayfinding, and other contexts where quick recognition and a clean tone are important. It can also work well for editorial typography and straightforward brand systems that need a contemporary sans without strong stylistic quirks.
The overall tone is modern and neutral, leaning friendly due to its rounded forms and open apertures. It reads as calm and dependable rather than expressive, making it feel at home in contemporary, information-forward design.
The design appears intended as a general-purpose geometric sans that prioritizes clarity, consistency, and a modern, understated presence. Its simplified forms and open counters suggest a focus on reliable readability across display and text settings.
The sample text shows a steady rhythm with clear letter separation and consistent spacing, giving paragraphs an orderly, uncluttered color. Numerals appear simple and legible with a conventional, no-nonsense construction that matches the rest of the set.