Typeface similar to Avenir and Futura with longer curved tails

Can anyone identify this sans-serif typeface? It looks familiar but I can't put my finger on it. It's been popping up a few times in some of Non-Format's recent work. Something tells me this isn't one of the 'classic' typefaces unless it's a hidden gem.

Comments

It already popped up on the Type ID Board, with no definitive answer. I’d say it’s custom by Non-Format.

Do you have a link to the other post and perhaps they have some close alternatives? I'd be a little surprised if Non-Format had created a font that is this "refined" since most of their stuff is modifications of other fonts with heavy strokes / path offsets.

Well, it seems there was a definitive answer: http://www.typophile.com/node/77051

Planeta: http://fonts.gestalten.com/planeta.html

(I mixed in another thread: http://www.typophile.com/node/76714)