Sans Normal Ruluj 7 is a regular weight, normal width, medium contrast, italic, normal x-height font.
Keywords: branding, packaging, posters, headlines, editorial, friendly, casual, lively, humanist, warm, approachability, expressiveness, readability, informality, rounded, soft terminals, calligraphic, slanted, open counters.
A slanted, rounded sans with a handwritten calligraphic influence and smooth, continuous curves. Strokes show gentle modulation and softened, slightly tapered terminals, creating an organic rhythm rather than a mechanical texture. Forms are generally open and legible, with circular/elliptical bowls and a subtly bouncy baseline impression from the italic construction. Numerals and capitals keep the same soft, flowing movement, staying clean and uncluttered while retaining a personable, drawn quality.
Well-suited to branding and packaging that benefits from a friendly, human tone, as well as posters and headline settings where a lively slant helps create motion. It also holds up in short editorial passages or pull quotes, where its open shapes and even rhythm remain readable while adding character.
The overall tone is warm and approachable, with an informal energy that feels conversational rather than corporate. Its italic slant and soft terminals add momentum and friendliness, giving text a light, expressive character without becoming decorative or fussy.
The font appears designed to bridge everyday readability with a gentle handwritten flavor—delivering a modern, rounded sans structure while borrowing the fluidity and warmth of italic pen movement for a more personable voice.
The design leans on rounded geometry and steady spacing to maintain readability in paragraphs while still showing a clear hand-influenced personality. The italic angle is consistent across the set, and the stroke endings avoid sharp corners, reinforcing the smooth, easygoing texture in continuous text.