Sans Normal Asmig 15 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Basis Grotesque', 'Basis Grotesque Arabic', and 'Relative' by Colophon Foundry; 'Hergon Grotesk' by Katatrad; 'Reyhan' by Plantype; and 'Nurom' by The Northern Block (names referenced only for comparison).
Keywords: ui text, body text, product design, signage, presentations, modern, clean, neutral, friendly, efficient, utility, clarity, versatility, approachability, rounded terminals, open apertures, even rhythm, geometric hint, high legibility.
This typeface is a straightforward sans with smooth, rounded curves and largely uniform stroke weight. Uppercase forms are clean and compact, with circular O/Q shapes and simple, unembellished construction throughout. The lowercase shows a single-storey a and g, open apertures, and gently rounded joins that keep counters clear at text sizes. Numerals are simple and contemporary, with a balanced oval 0 and clear differentiation across figures.
It performs well in interface copy and general-purpose text where consistent rhythm and clear counters support quick scanning. The clean geometry and unobtrusive details also make it a practical choice for product labeling, wayfinding and signage, and slide decks or reports where neutrality is desirable.
The overall tone is neutral and modern, projecting clarity without feeling clinical. Soft rounding in curves and terminals adds a mild friendliness, making it suitable for everyday communication where legibility and a calm voice are priorities.
The design intention reads as a versatile, contemporary workhorse: a calm, no-nonsense sans that stays out of the way while remaining comfortable to read. Subtle rounding and open forms suggest it was drawn to balance modernity with approachability for broad, day-to-day use.
Spacing appears measured and consistent, giving paragraphs an even color and predictable cadence. The design avoids sharp gestures and decorative quirks, emphasizing straightforward shapes and readable internal spaces.