Sans Normal Asrut 2 is a regular weight, normal width, low contrast, italic, normal x-height font.
Keywords: branding, packaging, editorial, posters, social media, friendly, casual, lively, approachable, modern, warmth, approachability, motion, informality, clarity, rounded, humanist, open apertures, soft terminals, oblique stance.
A rounded, oblique sans with soft, lightly tapered terminals and gently modulated curves. The letterforms lean consistently forward, with open counters and generous, round bowls that keep shapes clear at text sizes. Strokes stay largely even, while joins and diagonals introduce a subtle, hand-drawn liveliness; widths vary slightly from glyph to glyph, creating a natural rhythm rather than strict geometric uniformity. Numerals follow the same relaxed construction, with smooth curves and an easy, readable silhouette.
It suits branding systems that want a modern, approachable voice, and works well for packaging, headlines, and promotional typography where a friendly italic tone is desirable. In editorial or web contexts it can carry short-to-medium passages with clarity while adding personality, especially for lifestyle, culture, and youth-oriented communications.
The overall tone is friendly and conversational, with a breezy slant that adds motion and warmth. Its rounded shapes and soft endings feel informal and approachable, suggesting contemporary, human-centered communication rather than corporate severity.
The font appears designed to blend the clarity of a rounded sans with the energy of an italic, aiming for a personable, contemporary texture. Its slightly varied widths and softened details suggest an intention to feel human and lively while remaining broadly legible.
The design prioritizes openness and flow: apertures read wide, curves feel continuous, and the oblique angle is strong enough to be expressive without becoming script-like. The texture in paragraphs is even and airy, giving longer lines a light, upbeat color.