Sans Normal Lurom 3 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Mandioca' by Latinotype, 'Ava Grand' by Matt Chansky, 'Technica' by Monotype, 'Kommon Grotesk' by TypeK, 'TT Hoves Pro' by TypeType, and 'Helios Antique' and 'Salvatore' by W Type Foundry (names referenced only for comparison).
Keywords: headlines, posters, branding, sports, packaging, energetic, sporty, punchy, modern, assertive, impact, motion, attention, bold voice, approachability, oblique, rounded, chunky, friendly, compact.
A heavy, oblique sans with broad proportions and rounded geometry. Strokes are thick and uniform with minimal modulation, and terminals are generally soft rather than sharply cut, giving the forms a substantial, cushiony feel. Counters are relatively tight for the weight, and the overall fit reads compact and sturdy, producing dense word shapes. The italic angle is consistent and forward-leaning, creating a strong sense of motion across both uppercase and lowercase.
Best suited to short-to-medium display copy where density and presence are assets: headlines, posters, athletic or lifestyle branding, product packaging, and promotional graphics. It can also work for punchy UI labels or navigation where a bold, energetic voice is needed, though longer passages will read very dark at typical text sizes.
The font projects speed and confidence, with a sporty, contemporary tone. Its rounded boldness keeps the voice approachable, while the strong slant and mass deliver an emphatic, attention-grabbing character. Overall it feels geared toward impact and momentum rather than subtlety.
The design appears intended to deliver maximum impact with a dynamic, forward-leaning stance, combining substantial weight with friendly rounding to stay accessible. Its consistent construction suggests a focus on clear, repeatable shapes that hold up in large-scale applications and high-contrast layouts.
In text settings, the dark color and compact spacing create a high-ink, poster-like texture. Numerals share the same robust, rounded construction, supporting cohesive headline and display use where a unified, forceful rhythm is desired.