Sans Normal Luman 7 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'ATF Franklin Gothic' by ATF Collection, 'FF Infra' by FontFont, 'CF Mod Grotesk' by Fonts.GR, 'Neue Haas Grotesk Display' by Linotype, and 'Milligram' by Zetafonts (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, signage, sporty, confident, punchy, modern, loud, attention grabbing, display impact, active tone, brand presence, slanted, compact counters, soft corners, heavy terminals, high impact.
A heavy, slanted sans with broad proportions and rounded, compact counters. Curves are smooth and full, while joins and terminals feel clean and slightly softened rather than sharp. The stroke treatment stays consistent across the set, producing a dense, poster-like texture; spacing appears sturdy and even, supporting large, emphatic word shapes. Numerals match the letterforms in weight and slant, with simple, blocky silhouettes and rounded interior spaces.
Best suited to headlines, posters, and short statements where maximum impact is the priority. It also fits sports- and action-oriented branding, bold packaging callouts, and signage that benefits from wide, highly visible letterforms. For longer text, it will be most comfortable at larger sizes with generous line spacing due to its dense weight and compact counters.
The overall tone is assertive and energetic, with a forward-leaning stance that reads as active and promotional. Its weight and breadth create a confident, attention-grabbing voice that feels contemporary and sporty rather than delicate or formal.
The design appears intended to deliver a bold, forward-moving display voice with smooth, approachable geometry. Its consistent heft and rounded construction suggest a focus on readability at large sizes and strong brand presence rather than typographic delicacy.
Round letters like O/C/G show generous curvature with relatively tight apertures, while straight-sided forms (E/F/H/N) keep a steady, upright skeleton under the italic slant. The lowercase maintains strong presence at display sizes, with single-storey shapes contributing to a straightforward, uncomplicated rhythm.