Geometric sans
A sans-serif built from circles and straight lines, so the o is a near perfect circle. The Futura and Poppins look: modern, cool, engineered.
See it
What it is
A geometric sans is built from primitives: near perfect circles, straight lines, and clean angles, with strokes that stay the same weight all the way around. The o is a circle, the a is usually a single story bowl on a stem, the t and the M are drawn with a ruler. Futura (Paul Renner, 1927) is the origin story, with Bauhaus rationalism behind it. Century Gothic, Avenir, Poppins, Montserrat, and Circular are the ones you meet today.
Reach for it when you want modern, engineered, and slightly cool in temperature: tech brands, architecture, fashion, product logos, big confident headlines. Set in wide tracking and all caps it becomes instantly luxurious, which is why so many fashion houses live here.
Gotcha: geometric sans faces are hostile to long reading. The circular letters look nearly identical (o, c, e, a all share the same round skeleton), the x-height is often small relative to the caps, and Futura's ascenders run tall, so the eye works harder per line. Use it for headings and UI labels; hand the paragraphs to a humanist or grotesque face.
Ask AI for it
Set the headings in a geometric sans (Futura, Poppins, or Montserrat) with circular bowls, uniform stroke weight, and a single story a. Use all caps at weight 500 with 0.08em tracking for the eyebrow labels and sentence case at weight 600 for the h1. Keep body copy in a separate humanist sans, since the geometric face is display only.