Sans Normal Labos 17 is a very bold, very wide, low contrast, italic, normal x-height font visually similar to 'Vito' by Dots&Stripes Type, 'Benton Sans Std' by Font Bureau, 'Prachason Neue' by Jipatype, 'Neue Helvetica' and 'Neue Helvetica Paneuropean' by Linotype, and 'Phoebe' by Wiescher Design (names referenced only for comparison).
Keywords: sports branding, headlines, posters, packaging, display ui, sporty, dynamic, assertive, modern, energetic, impact, speed, modern branding, emphasis, oblique, geometric, rounded, blocky, compact counters.
A heavy, oblique sans with broad proportions and smooth, rounded geometry. Strokes remain largely monolinear, with softened corners and wide, elliptical bowls that keep the texture dense and powerful. The italic slant is consistent across caps, lowercase, and figures, producing a forward-leaning rhythm; apertures and counters are relatively compact, while horizontal terminals are clean and blunt. Numerals match the letterforms with similarly rounded forms and strong, stable silhouettes.
Best suited for bold display work such as sports identities, promotional headlines, posters, and packaging where impact and motion are desirable. It can also work for short UI labels or hero text when a strong, forward-leaning emphasis is needed, but its dense forms suggest keeping it for larger sizes rather than extended reading.
The overall tone is fast, forceful, and contemporary, with an unmistakably energetic, sporty attitude. Its slanted stance and thick, rounded forms convey momentum and confidence, leaning more toward performance branding than quiet neutrality.
The design appears intended to deliver maximum visual punch with a streamlined, geometric feel, pairing a consistent oblique slant with rounded, low-detail shapes for high-speed, high-impact communication.
Letterforms emphasize circular construction (notably in O/C/G and the rounded lowercase bowls), while diagonals in A/V/W/X feel broad and sturdy rather than sharp. The sample text shows a tight, dark typographic color at larger sizes, where the oblique angle reads as a deliberate styling cue.