Sans Normal Luruf 2 is a very bold, wide, low contrast, italic, tall x-height font visually similar to 'Helen Bg' by HS Fonts, 'Cendra' by Locomotype, and 'Body' and 'Heading Now' by Zetafonts (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, advertising, sporty, punchy, confident, energetic, modern, attention, speed, impact, athletic branding, display strength, slanted, compact counters, rounded corners, ink-trap feel, blocky.
A heavy, right-slanted sans with compact internal spaces and rounded, softened corners. Forms are built from broad, uniform strokes with minimal modulation, producing dense silhouettes and strong color on the page. Curves are generous and geometric-leaning, while joins and terminals often show subtle notching that suggests an ink-trap-like cut or wedge shaping, helping keep counters open at display sizes. The lowercase is large relative to the capitals, and the overall set reads sturdy and tightly packed, with wide stance and assertive proportions.
Best suited for display settings where impact and speed are desired: headlines, posters, sports and fitness branding, packaging callouts, and promotional advertising. It can also work for short UI labels or badges when a forceful, condensed message is needed, but its dense weight and slant favor larger sizes over extended reading.
The tone is bold and kinetic, with a forward-leaning rhythm that reads fast and competitive. Its dense weight and slanted posture give it a sporty, promotional voice suited to attention-grabbing headlines and high-impact messaging.
The design appears intended to deliver maximum visual punch with a modern, athletic slant and robust shapes that hold up in large, bold applications. The compact counters and subtle terminal carving suggest an emphasis on maintaining clarity while preserving a powerful, blocklike presence.
In the samples, the strong slant and thick strokes create a continuous, emphatic texture, especially in longer lines of text. Round letters like o/e and figures such as 8/9 keep a smooth, inflated feel, while diagonals (A, V, W, X) and the angled terminals reinforce motion and urgency.