Sans Normal Orlum 2 is a very bold, normal width, low contrast, upright, normal x-height font visually similar to 'Akzidenz-Grotesk Next' by Berthold; 'Benton Sans', 'Benton Sans Pro', and 'Benton Sans Std' by Font Bureau; 'FF Real Head' and 'FF Real Text' by FontFont; 'ITC Franklin' by ITC; and 'Applied Sans' by Monotype (names referenced only for comparison).
Keywords: headlines, posters, packaging, signage, branding, confident, friendly, loud, modern, utilitarian, impact, clarity, display, approachability, rounded, compact, sturdy, geometric, blocky.
A heavy, rounded sans with broad bowls, compact apertures, and a consistently strong stroke presence. Curves are smooth and circular while joins and terminals tend toward squared-off, engineered cuts, creating a clean but tough rhythm. Proportions feel slightly condensed in some letters with tight counters that intensify the overall density; punctuation and figures read with the same blunt, solid construction.
Best suited to headlines and short statements where impact is the priority, such as posters, storefront signage, bold UI labels, and packaging callouts. It can also support branding systems that need a friendly but forceful voice, particularly in logos and wordmarks at larger sizes.
The tone is direct and emphatic, projecting confidence and immediacy. Its rounded geometry keeps it approachable, while the dense weight and tight internal space give it a loud, poster-ready attitude.
Likely designed to deliver maximum legibility and punch through simplified geometry, tight counters, and blunt terminals. The intent appears to balance an approachable rounded structure with a strong, assertive silhouette for display-led typography.
The uppercase reads especially block-forward, while the lowercase maintains simple, single-storey forms that stay sturdy at size. Numerals appear large and headline-oriented, with straightforward shapes designed for quick recognition rather than delicacy.