Sans Normal Lubah 23 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Fold Grotesque' by Colophon Foundry, 'Ordina' by Schriftlabor, and 'Biwa' by Wordshape (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, energetic, punchy, modern, confident, impact, motion, bold branding, display clarity, modern utility, slanted, blocky, compact, rounded, heavyweight.
A heavy, slanted sans with broad proportions and dense, compact counters. Strokes are uniform and weighty, with rounded curves and flattened terminals that keep shapes sturdy and graphic. The design leans on simple, geometric construction—circular bowls, wide shoulders, and blunt joins—while the italic angle adds forward motion and a strong baseline rhythm. Numerals and capitals read solid and poster-like, with generous width and tight internal space that emphasizes mass over delicacy.
Best suited to attention-grabbing display work such as headlines, posters, logos, and bold brand statements, especially where a dynamic italic voice is desired. It can also work well on packaging and promotional graphics that benefit from compact, high-contrast-in-mass letterforms.
The overall tone is assertive and high-impact, with a fast, sporty energy from the consistent slant and thick silhouettes. It feels contemporary and workmanlike rather than elegant, projecting confidence and momentum in headlines and short statements.
The design appears intended to deliver maximum impact with a clean sans structure, combining a sturdy geometric skeleton with an emphatic italic slant for motion and attitude. Its wide set and dense counters prioritize strong presence and quick recognition over fine detail.
At larger sizes the bold shapes stay clean and consistent, but the tight counters and heavy joins suggest it will feel most comfortable when given ample size and spacing. The italic slant is strong enough to be a defining personality trait, making the face feel dynamic even in simple words.