Sans Normal Amdir 7 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'BR Segma' by Brink, 'Goga' by Narrow Type, and 'Segment' by Typekiln (names referenced only for comparison).
Keywords: ui text, signage, branding, editorial, packaging, modern, neutral, clean, friendly, clarity, versatility, modernity, brand neutrality, rounded, geometric, open, crisp, balanced.
A rounded, geometric sans with even stroke weight and clean terminals. Curves are smooth and near-circular in letters like C, O, and G, while straight-sided forms (E, F, H, N) keep a crisp, constructed feel. The lowercase shows a double-storey a and g, with open apertures and straightforward joins that prioritize clarity. Numerals are simple and sturdy, with an open-top 4 and a round, symmetrical 8, matching the typeface’s overall restrained geometry.
It suits interface and product typography where clear, unobtrusive letterforms are needed, as well as wayfinding and signage that benefit from open counters and predictable shapes. The constructed, rounded look also works well for contemporary brand systems, packaging, and editorial subheads where a clean, modern sans is desired.
The tone is contemporary and matter-of-fact, with a calm, approachable neutrality. Its rounded geometry adds a subtle friendliness without becoming playful, making it feel reliable and broadly usable.
The design appears intended as a general-purpose geometric sans that balances modern construction with everyday readability. Its rounded forms and straightforward lowercase aim for clarity and consistency across display and text-like settings without calling attention to stylistic quirks.
Counters are generously open and shapes are consistently proportioned, producing an even color in both all-caps and mixed-case settings. The sample text shows stable spacing and a steady rhythm, with punctuation and dots reading clearly at display sizes.