Sans Normal Luliw 2 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Flink' and 'Flink Neue' by Identity Letters, 'Cordillera' by Latinotype, 'Qualion' by ROHH, and 'Galano Grotesque' by René Bieder (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, playful, punchy, retro, sporty, friendly, impact, approachability, motion, display, rounded, chunky, slanted, soft, bubbly.
A heavy, slanted sans with rounded, inflated forms and smooth, continuous curves. Strokes are broadly uniform, with softened terminals and generous counters that keep the shapes open despite the weight. The uppercase reads compact and strong, while the lowercase shows more personality through single-storey construction and rounded bowls; the overall rhythm is lively, with slightly irregular widths and a forward-leaning stance. Numerals match the same chunky, rounded construction for a consistent color in text and display.
Best suited to short-to-medium display settings where impact and personality are desired—headlines, posters, logos, packaging, and bold signage. It can work for short bursts of emphasis in editorial or social graphics, but its weight and slant make it most effective at larger sizes where the rounded details and open counters are clearly visible.
The tone is energetic and approachable, combining a sporty forward motion with a friendly, soft-edged warmth. Its bold, rounded silhouettes evoke retro signage and headline typography, giving copy a confident, attention-grabbing voice without feeling sharp or formal.
The design appears intended to deliver a high-impact, friendly display voice: a bold, rounded sans with a strong forward lean for momentum and modern energy. It prioritizes visual presence and soft geometry over strict neutrality, aiming for memorable, approachable typography in branding and promotional contexts.
The italic slant is pronounced and consistent across letters and figures, creating strong directional flow in lines. Round letters (O/C/G/Q) feel especially full and circular, while diagonals and joins are kept smooth rather than angular, reinforcing the font’s buoyant, poster-like presence.