Sans Normal Rurev 2 is a regular weight, narrow, low contrast, italic, normal x-height font.
Keywords: posters, packaging, headlines, quotes, branding, friendly, casual, retro, approachable, lively, humanize, add warmth, casual branding, friendly display, handwritten, rounded, soft, slanted, informal.
A slanted, rounded sans with softly modulated strokes and a gently hand-drawn rhythm. Forms are built from smooth curves with minimal contrast and subtly tapered terminals, producing a clean but organic texture. Proportions lean compact and slightly condensed, with open counters and simple, single-storey lowercase shapes that keep the letterforms clear at display sizes. Numerals follow the same rounded, slightly calligraphic construction, with an overall consistent forward lean and even color.
Well suited to short-form display uses such as posters, packaging callouts, brand taglines, and quote graphics where a friendly tone is desired. It can also work for brief editorial leads or subheads, especially when a softer, more personal voice is appropriate.
The font reads warm and personable, with a casual, handwritten energy that feels friendly rather than formal. Its smooth curves and relaxed slant suggest an easygoing, slightly retro tone suited to human, conversational messaging.
The design appears intended to blend sans simplicity with an informal, hand-rendered feel—delivering smooth, rounded readability while adding warmth through a consistent slant and gently tapered terminals.
Stroke endings often resolve into soft hooks or rounded flicks, adding motion without becoming decorative. The italics-like slant is integral to the design rather than a mechanical oblique, and the spacing feels tuned for a flowing, continuous reading rhythm in short passages.