Sans Normal Asmim 12 is a regular weight, normal width, low contrast, upright, normal x-height font visually similar to 'Endeavor' by Lucas Tillian, 'Almarose' by S&C Type, 'Gravita' by TipoType, and 'URW Form' by URW Type Foundry (names referenced only for comparison).
Keywords: ui text, branding, signage, editorial, presentations, modern, neutral, clean, friendly, versatility, legibility, neutrality, modernity, geometric, rounded, minimal, even, open.
A clean sans with predominantly rounded construction and smooth, continuous curves. Strokes are uniform and crisp, with open apertures and generous counters that keep forms readable. Proportions feel balanced and contemporary, combining circular bowls with straight terminals and a steady rhythm across uppercase, lowercase, and numerals. Overall spacing appears even and controlled, supporting both display sizing and comfortable text settings.
This style works well for interface typography, dashboards, and product UI where clarity and neutral personality are needed. It also suits contemporary branding, wayfinding, and signage thanks to its open shapes and steady letterfit. In editorial layouts and presentations, it can serve as a dependable sans for headings and short-to-medium text blocks.
The font reads as modern and straightforward, with a calm, neutral voice. Its rounded geometry softens the tone, giving it an approachable, everyday feel rather than something formal or decorative. The overall impression is practical, clear, and quietly contemporary.
The design appears intended as a versatile, general-purpose sans that prioritizes clarity and consistency. By leaning on rounded, geometric forms and restrained detailing, it aims to provide a contemporary voice that remains unobtrusive across many contexts.
The lowercase shows simple, familiar shapes with single-storey-style forms where applicable and a clean, no-nonsense treatment of joints and terminals. Numerals are clear and uncluttered, matching the same geometric logic as the letters for consistent texture in mixed alphanumeric content.