Stems (豎) and crossbars (橫) are direct and simple, dots (點) are short but authoritative, downstrokes (撇、捺) are no longer curvy but straight and sharp, thus, a smart and straightforward typeface. Bold in this family is rough and tough, demonstrating a high extent of muscularity. Meanwhile Light is neatly, naturally and nicely crafted, aiming to achieve high legibility. A popular choice for advertising with diverse usages.

Ayumi is one of those precocious sans. At first glance, I wanted it to look simple...basic characters, moderate modulation, common structure...but at closer inspection, it is filled with all kinds of fun and expressive details. The italics are...well, fun. They're curvy and expressive and truly compliments the face. The new Pro version includes a tightened character set, Central European glyphs, and remastered kerning.