Sans Normal Kelam 3 is a bold, normal width, low contrast, italic, normal x-height font visually similar to 'Aspira' by Durotype, 'Deansgate' by K-Type, 'Myna' by Milatype, 'Lyu Lin' by Stefan Stoychev, 'Aksioma' by Zafara Studios, and 'Artico' by cretype (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, sportswear, sporty, dynamic, friendly, modern, confident, emphasis, energy, approachability, impact, modernity, rounded, oblique, soft corners, compact, sturdy.
A heavy, oblique sans with rounded, compact bowls and broadly uniform stroke weight. Letterforms lean forward with a consistent slant, using smooth curves and softened joins rather than sharp terminals. Counters are relatively open for the weight, while apertures stay tight enough to keep a dense, punchy texture. The numerals follow the same sturdy, rounded construction, with simple, high-impact silhouettes suited to quick recognition.
Best suited to headlines, short blurbs, and display settings where a strong, energetic italic voice is desirable. It can work well for brand marks, packaging callouts, event graphics, and sports or lifestyle messaging where bold emphasis and momentum are key. For longer passages, it will be most comfortable at larger sizes with generous spacing.
The forward slant and dense weight give the font an energetic, assertive voice, while the rounded shapes keep it approachable rather than aggressive. It reads as contemporary and action-oriented, with a casual, sporty tone that still feels controlled and designed.
The design appears intended to deliver a high-impact, forward-moving sans that stays friendly through rounded construction. Its emphasis on smooth geometry and consistent slant suggests a goal of creating an expressive display italic that remains clean and contemporary.
The overall rhythm is compact and dark, making word shapes feel cohesive and headline-friendly. Round letters (like C/O/S) emphasize smooth geometry, while diagonals (like A/V/W/X/Y) reinforce the font’s sense of motion. In longer lines, the strong slant and heavy color create a pronounced typographic presence.