Sans Normal Abluw 7 is a regular weight, normal width, low contrast, italic, normal x-height font.
Keywords: ui, branding, headlines, signage, sportswear, modern, clean, dynamic, neutral, technical, add motion, modernize tone, maintain clarity, streamline forms, oblique, humanist, open apertures, rounded forms, economical.
This typeface is an oblique sans with rounded, elliptical construction and smooth, low-contrast strokes. Letterforms are slightly condensed in feel with steady rhythm and consistent stroke endings, relying on gentle curves rather than sharp terminals. Counters are generally open and clear (notably in C, G, S, and e), and the lowercase shows a single-storey a and g that keep the texture straightforward and contemporary. Numerals follow the same slanted, streamlined logic, with simple shapes and moderate proportions that read well at display sizes.
It works well for UI labels, product branding, and editorial headings where a clean sans is needed but a bit of dynamism is desired. The consistent slant and open shapes also make it suitable for signage and wayfinding, and for sporty or tech-adjacent graphics that benefit from a sense of motion.
The overall tone is modern and efficient, with a forward-leaning motion that suggests speed and contemporary utility. It feels neutral and professional rather than expressive, suited to interfaces and branding that want clarity with a subtle sense of momentum.
The design appears intended to provide a dependable, contemporary sans voice in an oblique style, combining clear, open forms with a streamlined rhythm. It prioritizes legibility and a modern silhouette while adding energy through the consistent forward slant.
The oblique angle is consistent across uppercase, lowercase, and numerals, producing an even, cohesive line when set in text. Curves are emphasized over hard corners, and spacing appears balanced for continuous reading while still feeling crisp in headlines.