Slab Normal Yiru 10 is a very bold, wide, low contrast, upright, normal x-height font visually similar to 'Archer' by Hoefler & Co.; 'Equip Slab' and 'Shandon Slab' by Hoftype; and 'Emy Slab', 'Newslab', 'Sanchez', 'Sanchez Slab', and 'Sánchez Niu' by Latinotype (names referenced only for comparison).
Keywords: headlines, posters, packaging, branding, signage, sturdy, friendly, confident, retro, poster-like, impact, readability, approachability, versatility, bracketed serifs, rounded corners, soft terminals, chunky, compact counters.
A heavy slab serif with blocky, bracketed serifs and softened corners that keep the dense weight feeling approachable. Strokes are broadly uniform with minimal modulation, and curves are generously rounded, producing a compact, solid silhouette. Counters are relatively small and closed in places, while spacing stays even and steady, giving lines a strong, consistent rhythm. Numerals match the letterforms in mass and squareness, maintaining the same sturdy, ink-friendly presence.
Best suited to headlines, posters, and prominent labeling where a strong slab presence is desired. It also works well for packaging and branding that needs a dependable, vintage-leaning tone, and for signage that benefits from bold, steady letterforms.
The overall tone is assertive and dependable, with a warm, slightly nostalgic flavor reminiscent of mid-century display slabs and editorial headline typography. Its rounded detailing tempers the boldness, creating a friendly, down-to-earth voice rather than a sharp or formal one.
The design appears intended as a workhorse display slab: robust, legible at large sizes, and visually consistent across letters and figures. Its softened slab details suggest a goal of combining impact with approachability for general-purpose headline and branding use.
In text blocks the weight creates a dark color and strong word shapes; short serifs and rounded joins help prevent the forms from feeling brittle. The design reads best when allowed some breathing room, as tight settings can cause counters and apertures to visually fill in.