Sans Normal Adgum 7 is a regular weight, wide, low contrast, italic, normal x-height font.
Keywords: ui, branding, headlines, signage, packaging, modern, clean, friendly, sporty, techy, modern utility, motion emphasis, approachable clarity, rounded, open apertures, humanist, soft terminals, slanted.
A slanted sans with rounded, gently squared curves and soft terminals that keep the texture smooth and even. Letterforms show open apertures and clear counters, with slightly expanded proportions and a steady rhythm across both uppercase and lowercase. Strokes remain uniform with minimal modulation, and curves (notably in O/C/e) feel elliptical and controlled, giving the design a polished, contemporary presence in text and display sizes.
This font suits interface and product design where clarity and a contemporary tone are important, especially in short text strings and headings. Its smooth, rounded shapes and open forms also work well for branding, packaging, and signage that benefit from a friendly, forward-leaning voice.
The overall tone is modern and approachable, combining a clean, functional voice with a subtle sense of motion from the oblique angle. Its rounded construction reads friendly rather than severe, making it feel contemporary and energetic without becoming loud or eccentric.
The design appears intended to deliver a contemporary sans for everyday communication with an added sense of speed and emphasis through slant. It balances geometric smoothness with readable, open shapes to remain clear while still feeling distinctive in display use.
Numerals match the letterforms in width and slant, producing a cohesive alphanumeric set. The italic is more of an oblique construction than a calligraphic one, prioritizing consistent geometry and steady spacing over expressive stroke dynamics.