Sans Normal Adlum 3 is a bold, normal width, low contrast, italic, normal x-height font visually similar to 'Oriet' by Lafontype and 'Dortmund' and 'Identidad' by Punchform (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, dynamic, sporty, modern, confident, editorial, add motion, boost impact, modern clarity, brand emphasis, oblique, geometric, clean, rounded, compact.
This is a slanted sans with a sturdy, even stroke and smoothly rounded curves. Letterforms lean forward with consistent angle and crisp terminals, producing a clean, modern rhythm. Counters are generally open and circular in characters like C, O, and G, while straighter letters (E, F, H, N) keep firm, simplified structures. Lowercase forms read contemporary and compact, with single-storey shapes for letters such as a and g, and a short, curved descender on j that reinforces the italic flow. Numerals are straightforward and utilitarian, with a clear, rounded 0 and an angled 1 that matches the overall slant.
It works well in headlines, posters, and marketing typography where a bold, kinetic impression is desired. The strong silhouettes and open forms also make it a good fit for branding elements, packaging callouts, and sports or tech-adjacent graphics where a modern, forward-moving tone helps.
The overall tone is energetic and assertive, with a forward-leaning posture that suggests motion and momentum. Its smooth geometry and heavy presence feel contemporary and functional, lending a confident, no-nonsense voice suitable for attention-grabbing typography.
The design appears intended to deliver a modern, energetic sans voice with an italicized sense of speed while retaining clean, geometric clarity. It prioritizes strong impact and smooth readability in larger sizes, creating a distinctive slanted texture without relying on ornamental details.
Spacing appears tuned for strong word shapes at display and subhead sizes, with the slant creating a lively texture in lines of text. The design balances geometric roundness with simplified, squared-off joins in capitals, keeping it both friendly and direct.