Sans Normal Armug 15 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Prima Sans' by Bitstream (names referenced only for comparison).
Keywords: ui text, body copy, signage, product labels, editorial, modern, neutral, clean, friendly, practical, versatility, clarity, neutrality, approachability, everyday use, rounded, open counters, humanist, even rhythm, crisp terminals.
A clean sans serif with softly rounded geometry and uniform stroke thickness. Curves are smooth and circular, while verticals and horizontals stay straightforward, creating an even, calm rhythm across words. Counters are open and generously shaped, and spacing appears balanced, giving text a stable, readable texture. Numerals follow the same simple construction, with clear forms and minimal idiosyncrasies.
Well-suited to interface copy, general-purpose branding, and informational text where clarity and an even typographic color are priorities. It should also perform well for wayfinding and product labeling, where clean shapes and open counters help maintain legibility at a range of sizes.
The overall tone is contemporary and unpretentious: clear, approachable, and workmanlike rather than decorative. Its rounded forms and steady proportions keep it friendly, while the restrained detailing maintains a professional, neutral voice.
The design appears intended as a versatile, everyday sans serif built for clear communication. Its rounded construction and restrained, consistent detailing suggest an aim toward broad usability across digital and print contexts without adopting a strongly stylized voice.
In the sample text, the face maintains consistent color and legibility at larger paragraph sizes, with clear differentiation between key shapes (notably the round letters and the straight-sided capitals). The punctuation and symbols shown sit unobtrusively within the line, supporting continuous reading without drawing attention.