Sans Normal Lubur 2 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'AG Book W1G' by Berthold; 'Newhouse DT' by DTP Types; 'Neue Haas Grotesk Display', 'Neue Helvetica', 'Neue Helvetica Armenian', and 'Neue Helvetica Paneuropean' by Linotype; and 'Helvetica Now' by Monotype (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, signage, sporty, assertive, energetic, modern, punchy, impact, momentum, attention, bold branding, display strength, oblique, rounded, geometric, blocky, heavy.
A heavy, oblique sans with broad proportions and compact inner counters. Curves are smooth and round, while terminals and joins read as decisively cut, giving the forms a slightly engineered, forward-leaning profile. Stroke widths stay visually consistent, with minimal modulation, and the overall rhythm is tight—especially in rounded letters like O/C and in the dense bowls of B/P/R. Uppercase shapes are sturdy and expansive; lowercase is similarly robust with simple, single-storey constructions and short extenders that keep the texture even.
It performs best in display contexts such as headlines, posters, and large-format messaging where the strong angle and weight can carry the layout. It also suits sporty or energetic branding, packaging callouts, and bold signage that benefits from quick, high-impact recognition.
The font conveys speed and impact through its strong slant and dense, dark color. Its rounded geometry softens the tone just enough to feel contemporary rather than harsh, landing in a confident, sporty voice that’s meant to be noticed quickly.
The design appears intended to deliver a forceful, forward-moving sans that reads as modern and athletic, emphasizing presence and momentum over delicacy. Rounded construction and consistent stroke behavior suggest a focus on solid legibility at larger sizes while maintaining an energetic, slanted stance.
Spacing appears comfortable for large display use, with counters that stay readable despite the heavy weight. Numerals match the letterforms in width and blunt, rounded construction, producing a cohesive, headline-friendly set.