Sans Normal Lulam 10 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'AG Royal' and 'Akzidenz-Grotesk Next' by Berthold and 'Monto Grotesk' by Lucas Tillian (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, event promos, sporty, confident, energetic, playful, retro, impact, motion, display clarity, brand presence, athletic tone, oblique, compact curves, soft corners, heavy rhythm, high impact.
A heavy oblique sans with broad, rounded construction and a strong forward slant. Strokes are thick and even, producing a dense silhouette with minimal modulation, while counters stay fairly open for the weight. Curves are smooth and slightly squashed, and terminals tend to feel blunt and clean rather than sharp or tapered. The overall rhythm is punchy and compact, with sturdy, wide capitals and similarly weighty lowercase that holds up well in large settings.
Best suited to headlines, posters, and display typography where impact and motion are desired. It can work well for sports branding, energetic marketing, packaging callouts, and short emphatic copy. In longer passages it produces a very dark, attention-grabbing texture, making it more appropriate for subheads than extended reading.
The tone is bold and assertive, with a sporty, poster-like energy. Its rounded forms keep it friendly and approachable, while the pronounced slant adds motion and urgency. The overall feel leans contemporary with a subtle retro athletic flavor.
Likely designed to deliver maximum visual punch with a dynamic slant, combining rounded sans geometry with an athletic, promotional voice. The goal appears to be strong shelf and screen presence, with simple forms that stay clear when scaled up.
Round characters and numerals read especially strong due to generous, stable curves, and the italic angle is consistent across letters and figures. The texture becomes intentionally loud in paragraph samples, creating a cohesive block of emphasis rather than a delicate reading color.