Sans Normal Ludum 12 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Shelf' by 21Type, 'Asket' by Glen Jan, 'Basic Sans' and 'Corporative Sans' by Latinotype, and 'Aalto Sans' by Los Andes (names referenced only for comparison).
Keywords: headlines, posters, branding, sports, packaging, energetic, assertive, sporty, friendly, retro, impact, momentum, bold display, approachability, slanted, chunky, rounded, soft corners, compact apertures.
A heavy, slanted sans with broadly rounded geometry and thick, even strokes. Curves are built from full, smooth arcs with softened terminals, while counters stay relatively compact, giving the letters a dense, punchy silhouette. The capitals read sturdy and blocky, and the lowercase maintains a simple, single-storey feel where applicable, with a consistent rightward slant across the set. Numerals share the same compact, rounded construction and strong vertical mass, supporting bold display settings.
Best suited to headlines, short slogans, and high-impact branding where weight and slant can convey momentum. It works well for sports and entertainment graphics, packaging callouts, and promotional layouts where bold, compact letterforms need to hold attention at a distance.
The overall tone is upbeat and forceful, with a sporty, poster-like confidence. Its rounded forms keep it approachable rather than harsh, while the slant adds motion and urgency suited to attention-grabbing messaging.
Designed to deliver maximum emphasis with a rounded, modern sans structure and a consistent slanted stance, balancing friendliness with strong presence for display-driven typography.
The rhythm is driven by broad curves and tight openings, which increases visual impact at larger sizes but can reduce clarity in small text. Diagonals and joins feel robust and simplified, prioritizing solid shape and consistency over delicate detail.