Sans Normal Lorag 17 is a very bold, normal width, low contrast, italic, normal x-height font visually similar to 'Pluto Sans' by HVD Fonts (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, energetic, confident, friendly, modern, impact, motion, modernity, approachability, emphasis, rounded, slanted, compact, soft terminals, high impact.
A heavy, forward-slanted sans with rounded construction and broad curves paired with sturdy straight strokes. Counters are generally open and circular, giving letters like O, C, and G a smooth, inflated feel, while diagonals (A, K, V, W, X) read crisp and stable. Terminals are softly finished rather than sharp, and the overall rhythm is dense and punchy, with generous stroke mass and clear internal shapes that hold up in display sizes. Numerals share the same rounded, weighty logic, with a prominent, cleanly drawn 8 and a solid, compact 0.
This font works best where strong emphasis and quick recognition are needed: headlines, posters, and bold brand statements. Its slanted, rounded shapes also suit sports and lifestyle branding, energetic packaging, and short promotional copy where impact outweighs long-form readability.
The tone is assertive and upbeat, with a sporty, action-forward slant that feels built for motion and emphasis. Its rounded forms keep it approachable and contemporary, balancing impact with a friendly, accessible voice.
The design appears intended to deliver maximum visual punch in a streamlined, contemporary voice, using a consistent forward slant and rounded geometry to suggest speed and confidence without becoming harsh.
Uppercase forms feel broad and confident, while lowercase maintains clear silhouettes (notably the single-storey a and g), reinforcing a contemporary, simplified character. The italic angle is consistent across letters and figures, helping lines of text feel cohesive and fast-moving.