While functional, "g2" possesses enough character for branding. It evokes transparency, modernism, and efficiency. It is well-suited for technology startups, architectural firms, and lifestyle brands seeking an aesthetic that is "clean but not clinical."
Gerard Unger designed G2 as a response to the overused Helvetica and the rigidity of early geometric sans-serifs. He believed a sans-serif should be “transparent” — invisible to the reader — but not cold. G2 was part of his broader philosophy of , seen also in his work on Dutch road signs (the ANWB lettering) and newspaper typefaces like Gulliver . g2 sans-serif