Sans Normal Rulif 3 is a regular weight, normal width, low contrast, italic, normal x-height font.
Keywords: branding, packaging, editorial, posters, headlines, friendly, casual, warm, lively, approachable, approachability, handwritten feel, contemporary warmth, easy reading, rounded, soft terminals, calligraphic, humanist, informal.
This typeface is a right-leaning, softly rounded design with smooth, continuous curves and gently modulated strokes. Terminals are mostly blunt and slightly tapered, giving letterforms a drawn, human touch rather than a rigid geometric feel. Bowls and counters are open and generous, while joins are rounded and forgiving, producing an even, flowing rhythm in text. The capitals stay relatively simple and upright in construction but follow the same slanted, brushed motion; the numerals share the same rounded, handwritten-like shaping.
It works well for branding, packaging, and promotional headlines where a personable, welcoming voice is needed. The smooth, rounded shapes also suit editorial pull quotes and short-to-medium text settings when a casual, humanist tone is desired.
The overall tone is friendly and conversational, with a light handwritten energy that feels personal without becoming messy. Its slant and rounded finishing give it a warm, slightly playful character suited to informal communication and approachable branding.
The design appears intended to blend sans-like simplicity with handwritten warmth, using a consistent italic gesture and rounded terminals to create an inviting, contemporary look that reads smoothly while feeling less formal than a standard text face.
The italic motion is consistent across uppercase, lowercase, and figures, creating a cohesive forward-leaning texture. Curves dominate the construction, and straight strokes are softened, which helps maintain a smooth color and reduces harsh spots in words and lines.