Sans Normal Isji 10 is a very bold, very wide, medium contrast, upright, normal x-height font.
Keywords: headlines, posters, branding, packaging, signage, playful, punchy, retro, friendly, cartoonish, impact, approachability, retro display, headline strength, brand presence, chunky, rounded, bulbous, compact apertures, soft corners.
A heavy, chunky sans with rounded, bulbous bowls and tightly pinched counters that create a strong black mass on the page. Curves are built from broad elliptical forms with softened corners, while joins and terminals often feel slightly squared or cut, giving a crisp, poster-ready edge. The overall rhythm is wide and emphatic, with compact interior space (notably in letters like a, e, s, and g) and sturdy verticals that keep shapes stable at display sizes. Figures follow the same weighty, rounded construction, with generous curves and compact apertures that reinforce the dense silhouette.
Best suited for headlines and short bursts of copy where maximum impact is needed, such as posters, packaging, storefront/signage, and bold brand marks. It also works well for playful editorial titles and promotional graphics where a friendly, retro display voice is desired.
The tone is bold and humorous, reading as friendly and attention-grabbing rather than formal. Its inflated shapes and tight counters evoke a retro display sensibility with a slightly cartoon-like warmth, making it feel energetic and approachable.
The design appears intended to deliver a high-impact display voice with rounded, inflated forms that remain legible and distinctive at large sizes. Its tight counters and broad curves prioritize strong silhouettes and a memorable, upbeat character for branding and headline use.
At text sizes the small apertures and dense counters can darken lines quickly, while at larger sizes the distinctive bowl shapes and slightly cut-in details become a defining stylistic feature. The overall impression is consistent across caps, lowercase, and numerals, emphasizing impact and graphic presence.