Sans Normal Bilov 7 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'Shelf' by 21Type, 'PF Adamant Sans Pro' by Parachute, 'Macha' by Positype, and 'Acorde' by Willerstorfer (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, friendly, approachable, casual, modern, playful, friendly emphasis, display clarity, modern branding, approachable utility, rounded, soft, chunky, compact, open apertures.
A heavy, rounded sans with soft corners and broadly circular bowls. Strokes are consistently thick with minimal modulation, and terminals read clean and blunt rather than tapered. Proportions feel slightly compact with generous counters that keep letters open at display sizes; curves are smooth and continuous, while diagonals (V, W, X, Y) stay sturdy and wide-set. The lowercase shows a simple, single-storey construction where applicable, with a tall, straight-sided feel on stems and a clear, utilitarian rhythm across the set.
Well suited to headlines and short blocks of text where a bold, friendly personality is desirable, such as posters, brand wordmarks, packaging, and storefront or wayfinding signage. It can also work for UI labels or feature callouts when strong emphasis and clarity at a glance are needed.
The overall tone is friendly and contemporary, with a warm, easygoing voice. Its rounded geometry and sturdy weight give it a confident, approachable presence that leans more casual than formal, making it feel inviting and readable rather than strict or technical.
The design appears intended to deliver high-impact readability with a warm, modern character. By combining sturdy strokes with rounded forms and open counters, it aims to stay legible while projecting an approachable, contemporary identity.
Numerals are robust and clear, matching the roundness of the alphabet with wide curves and solid verticals. The design maintains a consistent, even color in text while still feeling characterful through its softened edges and slightly compact proportions.