Sans Normal Loman 2 is a very bold, normal width, medium contrast, italic, normal x-height font visually similar to 'Formata' by Berthold, 'Ambiguity' by Monotype, 'Fact' by ParaType, 'Neue Reman Gt' by Propertype, and 'John Sans' by Storm Type Foundry (names referenced only for comparison).
Keywords: headlines, sports branding, posters, packaging, promotional graphics, sporty, confident, energetic, dynamic, modern, impact, motion, visibility, branding, emphasis, oblique, compact, rounded, chunky, high-impact.
A heavy, forward-slanted sans with rounded, oval-driven bowls and firmly weighted strokes. Curves are smooth and full, with slightly tightened apertures and compact internal counters that keep the letters dense and punchy. Terminals are clean and unadorned, and the overall construction favors broad, simplified shapes with a lively rightward momentum. Figures are similarly robust and rounded, matching the letterforms for consistent color in lines of text.
Best suited for display typography where impact and speed are priorities, such as headlines, sports identity systems, event posters, and promotional graphics. It can also work for short subheads or callouts on packaging and social content, where its dense, forward-leaning forms help text stand out quickly.
The overall tone is assertive and fast, evoking motion and immediacy. Its bold, slanted stance reads as energetic and competitive, making it feel at home in contexts that need urgency and confidence rather than quiet neutrality.
The design appears intended to deliver a high-impact, motion-forward voice using simplified, rounded sans forms and a strong slant. It prioritizes visual punch and consistent texture over delicacy, aiming for quick recognition in attention-driven layouts.
The italic angle is pronounced enough to create strong directional rhythm, especially in all-caps settings. At smaller sizes, the dense counters and heavy joins can visually tighten, while at display sizes the smooth curves and compact shapes read crisply and with strong presence.