Sans Normal Lurom 10 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'AG Book W1G' by Berthold, 'HD Node' and 'HD Node Sans' by HyperDeluxe, 'Ava Grand' by Matt Chansky, 'Technica' by Monotype, and 'NeoGram' by The Northern Block (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, signage, sporty, confident, modern, loud, energetic, impact, speed, attention, display, brand voice, oblique, blocky, rounded, compact, punchy.
A heavy, obliqued sans with broad proportions and tightly packed counters. Curves are smooth and circular in character, while terminals are clean and blunt, creating a sturdy, high-impact silhouette. The oblique angle is consistent across caps, lowercase, and figures, giving the design a continuous forward lean and strong horizontal momentum. Letterforms favor large bowls and simplified joins, with short apertures and thick strokes that prioritize mass and presence over fine detail.
Best used in headlines, posters, and branding where bold, slanted typography is needed to project speed and impact. It can work well for sports or streetwear-style identities, packaging callouts, and short UI or signage labels when set with sufficient size and spacing for clarity.
The overall tone is assertive and energetic, with a contemporary, athletic feel. Its strong slant and dense black shapes read as fast, forceful, and attention-grabbing—well suited to bold statements and emphatic messaging.
The font appears designed to deliver maximum visual punch with a streamlined, rounded sans structure and a consistent oblique drive. Its intention is likely to provide a modern, energetic display voice that remains simple, legible, and cohesive across uppercase, lowercase, and numerals.
The design’s tight internal spaces and compressed openings become especially prominent in smaller sizes, while at larger sizes the rounded geometry and rhythmic italic flow are clearer. Numerals share the same weighty, forward-leaning stance, reinforcing a cohesive, display-oriented texture.