Sans Normal Lurob 2 is a very bold, wide, medium contrast, italic, normal x-height font visually similar to 'Neue Reman Gt' by Propertype; 'URW Grotesk' by URW Type Foundry; and 'Magnify PRO', 'Neosande', and 'Nova Pro' by XdCreative (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, urgent, punchy, confident, dynamic, high impact, convey motion, modern display, athletic tone, oblique, heavyweight, geometric, rounded, compact counters.
A heavy, oblique sans with rounded, geometric construction and a strong rightward slant. Strokes stay broadly consistent while curves are clean and full, producing compact counters in letters like B, P, and R. Terminals are mostly blunt and slightly angled, and diagonals (A, K, N, V, W, X, Y) feel crisp and forceful. The numerals are equally weighty and forward-leaning, with simple, readable forms and tight interior spaces.
Best suited to large-scale applications where impact matters: headlines, posters, bold branding, and energetic campaign graphics. It also fits sporty or performance-themed packaging and apparel graphics where a strong, forward-leaning presence helps communicate momentum.
The overall tone is energetic and assertive, with a motion-forward feel created by the oblique angle and broad, solid shapes. It reads as modern and performance-oriented, more about impact and speed than subtlety or refinement.
Likely designed to deliver a compact, high-impact oblique sans that feels fast and contemporary. The combination of rounded geometry, blunt terminals, and heavy mass prioritizes instant visibility and a confident, athletic voice in display settings.
Spacing appears generous enough for display use, but the thick strokes and tight counters make the texture quite dense at smaller sizes. The rounded geometry keeps the voice friendly despite the aggressive weight, and the consistent slant gives lines of text a cohesive, fast rhythm.