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They could be labeled "Humanist" due to the contrast in stroke weight. And those are like modern takes on traditional humanist typefaces.
I would categorise it as a neoclassical sans.
"Optima is a humanist sans-serif typeface designed by Hermann Zapf"
I think those are also called "stressed sans"
Thanks people. My searches will now be much less like pissing in the wind...
It pretty much looks like romantic/neo-classical fonts with their serifs cut of.