Sans Normal Madov 2 is a very bold, very wide, medium contrast, italic, normal x-height font visually similar to 'Akzidenz-Grotesk Next' and 'Akzidenz-Grotesk W1G' by Berthold, 'Pragmatica' by ParaType, and 'Heading Now' by Zetafonts (names referenced only for comparison).
Keywords: headlines, posters, sports branding, advertising, packaging, sporty, punchy, assertive, dynamic, loud, impact, speed, attention, modernity, emphasis, slanted, compact counters, rounded corners, closed apertures, blocky.
A heavy, right-slanted sans with broad proportions and compact internal spaces. Strokes are thick and confident, with subtly rounded joins and corners that keep the forms from feeling sharp. Curves are built from sturdy ovals and smooth arcs, producing round, dense bowls in letters like O, Q, and e, while straight strokes remain firm and slightly sheared by the italic angle. The overall rhythm is tight and bold, with short-looking ascenders/descenders in the lowercase and a strong, uniform color across text.
Best suited to headlines and short bursts of copy where maximum impact is needed, such as posters, sports and event branding, promotional graphics, and bold packaging callouts. It can also work for large-format wayfinding or titles where a strong, fast-leaning emphasis is desirable.
The tone is energetic and forceful, reading like a display face meant to grab attention quickly. Its italic slant adds speed and urgency, giving it a sporty, promotional feel that suggests motion and impact.
The design appears intended as a high-impact italic display sans that prioritizes speed, weight, and dense texture. Its wide stance and rounded-but-solid construction aim for immediate legibility and a contemporary, athletic presence in attention-driven settings.
Numerals and capitals match the same compact, high-impact construction, maintaining consistent weight and slant for a cohesive headline texture. The smaller counters and closed apertures emphasize mass and presence over delicacy, helping the type hold up visually at large sizes.