Sans Normal Adlum 13 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'BB Casual Pro' by Bold Studio, 'Neue Helvetica' and 'Neue Helvetica eText' by Linotype, and 'Malnor Sans' by Sikifonts (names referenced only for comparison).
Keywords: ui labels, branding, packaging, posters, editorial, modern, friendly, efficient, clean, approachable, readability, versatility, modernity, emphasis, oblique, rounded terminals, open apertures, soft corners, uniform stroke.
A clean oblique sans with uniform, low-contrast strokes and gently rounded transitions. The letterforms lean consistently with a brisk, forward rhythm, and counters are open and circular, giving the design a smooth, contemporary texture. Curves stay compact and controlled, while diagonals (as in K, V, W, X, Y) are crisp and neatly balanced. The lowercase is straightforward and readable, with a single-storey a and g, a compact ear on r, and simple, geometric bowls throughout; numerals are similarly round and steady, with clear, even spacing.
Works well for interface labels, product and brand systems that want a clean, contemporary voice with a sense of motion, and display-to-subhead applications such as posters and social graphics. It can also suit short editorial passages, callouts, and promotional copy where an oblique sans improves emphasis without sacrificing clarity.
The overall tone is modern and approachable, with a subtle dynamism from the slant rather than aggressive styling. It feels practical and upbeat—more friendly and everyday than formal or corporate—while still staying disciplined and legible.
The design appears intended as a versatile italicized sans for general-purpose communication: simple geometric foundations, open readability, and a consistent forward slant to add energy and emphasis. It prioritizes clarity and smoothness over expressive quirks, aiming for a dependable modern voice across display and text settings.
Capitals present a slightly squarer, streamlined geometry compared to the more rounded lowercase, creating a nice headline-to-text contrast within the same style. The italics are built as a true oblique expression (not cursive), keeping forms consistent while adding motion. The sample text shows stable word shapes and a smooth, even typographic color across lines.