Sans Normal Lorat 7 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'FS Elliot' and 'FS Elliot Paneuropean' by Fontsmith; 'Riveta' by JCFonts; 'Avenir Next Cyrillic', 'Avenir Next Hebrew', and 'Avenir Next World' by Linotype; 'Masny' by Tour De Force; and 'Glot' and 'Glot Round' by Wordshape (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, punchy, confident, energetic, modern, impact, momentum, bold branding, display clarity, slanted, blocky, compact, smooth, sturdy.
A heavy, slanted sans with broad proportions and compact counters. Strokes are robust and largely monolinear, with softened corners and smooth, rounded curves that keep the silhouette friendly despite the mass. The shapes lean forward consistently, and the rhythm is tight, producing dense word images with strong horizontal emphasis and minimal interior whitespace.
Best suited to short, high-impact text such as headlines, posters, brand marks, and promotional graphics where strong typographic color is desirable. It can work effectively on packaging and apparel-style applications, and performs well in large sizes where the compact counters remain clear.
The overall tone is assertive and energetic, with a forward-driving stance that reads as sporty and promotional. Its bold, compact forms create a confident, attention-grabbing voice that feels contemporary and practical rather than delicate or formal.
The design appears intended to deliver maximum visual impact through dense, heavy letterforms and a consistent forward slant, prioritizing immediacy and momentum. Its simplified, rounded construction suggests an aim for modern versatility in display settings while keeping the tone approachable.
Round letters like O/C/G show clean, simplified geometry, while diagonals (K, V, W, X, Y) are thick and stable, reinforcing a sturdy, engineered feel. Numerals appear equally heavy and compact, maintaining consistent color in mixed alphanumeric settings.