Sans Normal Upbut 10 is a light, normal width, high contrast, upright, normal x-height font.
Keywords: headlines, editorial, magazines, branding, packaging, refined, literary, fashion, classic, elegance, editorial impact, refined branding, modern classic, crisp, delicate, sharp, elegant, calligraphic.
This typeface pairs very thin hairlines with noticeably heavier vertical stems, creating a crisp, high-contrast texture. Curves are clean and controlled, with teardrop-like terminals and finely tapered joins that give many letters a gently calligraphic finish. The uppercase feels spacious and measured, while the lowercase introduces more modulation and livelier stroke endings, producing a slightly more expressive rhythm in text. Numerals follow the same contrast model, with slim diagonals and pronounced thick–thin transitions that read best when given room.
Well-suited to headlines, pull quotes, and large-size editorial typography where its contrast and delicate detailing can remain clear. It can also serve refined branding and packaging applications that benefit from a sophisticated, high-end voice, especially when used with generous spacing and clean reproduction.
The overall tone is polished and editorial, balancing restraint with a hint of flourish. It suggests luxury and sophistication, with a bookish, magazine-ready presence rather than an overtly technical or utilitarian voice.
The design appears intended to deliver an elegant, high-contrast reading of modern letterforms, prioritizing a luxurious, carefully drawn silhouette and a composed typographic color in larger sizes. Its fine hairlines and tapered terminals suggest an emphasis on visual finesse and editorial character over rugged everyday utility.
In the sample text, the sharp hairlines and small details (especially at joins and terminals) stand out, making the design feel most comfortable at display sizes or in well-printed settings. The forms stay consistent across the alphabet, with a cohesive contrast pattern and a calm, steady baseline that keeps paragraphs looking composed.