Slab Square Hilu 2 is a very bold, wide, low contrast, upright, normal x-height font.
Keywords: posters, headlines, sports branding, packaging, signage, western, collegiate, industrial, retro, assertive, impact, heritage, branding, ruggedness, display, blocky, square-cut, chamfered, stencil-like, compact counters.
A heavy, block-constructed slab serif with broad proportions and squared, flat-ended strokes. Letterforms are built from straight segments with small chamfered corners, creating a machined, notched silhouette and crisp right-angled joins. Serifs read as sturdy, rectangular slabs that integrate tightly into the stems, and counters tend toward squarish shapes with relatively small openings. Curves are minimized or flattened (notably in rounds like O and C), giving the face a rigid, modular rhythm and a strong, even texture in text.
Best suited for display applications where impact is the priority: posters, headlines, badges, team or varsity-style marks, and bold packaging panels. It can also work for short signage or labeling where the squared slabs and notched forms reinforce a rugged, traditional tone.
The overall tone is bold and no-nonsense, evoking Western poster lettering and old-style athletic/collegiate branding. Its sharp corners and cut-in details add an industrial, hardwearing feel that reads confident and attention-grabbing at display sizes.
The design appears intended to deliver maximum visual weight with a controlled, geometric build, pairing slab serifs with squared terminals and chamfered details for a vintage-meets-industrial effect. The consistent block construction suggests a focus on strong identity work and high-contrast presence against simple layouts.
Distinctive interior cutouts and notches—especially in several uppercase forms—add character and help separate shapes at large sizes, though the compact counters can look dense when set tightly. Numerals and lowercase share the same squared, engineered construction, keeping the system visually consistent.