Sans Normal Abmor 2 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'URW Geometric' by URW Type Foundry (names referenced only for comparison).
Keywords: ui text, branding, advertising, editorial, packaging, modern, clean, casual, friendly, dynamic, add emphasis, modernize tone, increase dynamism, improve readability, oblique, humanist, rounded, open apertures, smooth curves.
This is an oblique sans with smooth, rounded construction and largely uniform stroke weight. Forms lean consistently to the right, with softened terminals and gently tapered joins that keep the texture even and readable. Counters are open and circular-to-oval, and the lowercase shows a single-storey a and g, giving the design a contemporary, approachable rhythm. Capitals are straightforward and geometric-leaning, while numerals follow the same rounded, slanted logic for a cohesive set.
It works well for interface copy, product branding, and marketing materials where a clear sans with built-in emphasis is useful. The lively oblique stance can add momentum to headlines, captions, and pull quotes, while the even stroke and open shapes support comfortable reading in short-to-medium passages.
The overall tone is modern and informal, combining clarity with a sense of motion from the sustained slant. Its rounded shapes and open counters feel friendly and accessible rather than technical or severe. The italic posture adds energy, making it well suited to expressive emphasis without becoming decorative.
The font appears designed as a contemporary italic sans that prioritizes clean readability while injecting movement and friendliness through rounded geometry and a consistent slant. It aims to provide an energetic voice suitable for modern communication and brand-forward typography.
The design maintains a consistent slant across uppercase, lowercase, and figures, producing a steady diagonal cadence in text. Round letters (O/Q/0) appear notably circular and clean, and the mix of compact curves and open apertures helps preserve legibility at display-to-text sizes.