Sans Normal Lorum 6 is a very bold, normal width, low contrast, italic, normal x-height font visually similar to 'FF Good' and 'FF Zwo' by FontFont (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, energetic, confident, playful, retro, impact, motion, approachability, display, visibility, slanted, rounded, chunky, friendly, compact.
A heavy, forward-slanted sans with rounded, inflated forms and smooth, low-contrast strokes. Curves are generous and terminals read as softly clipped rather than sharp, giving counters a compact, slightly pinched feel in letters like a, e, and s. The italic angle is consistent and fairly assertive, with broad shoulders and sturdy joins that keep shapes stable at large sizes. Figures follow the same chunky, rounded construction, with bold, open silhouettes that emphasize mass over fine detail.
Best suited to headlines, display copy, posters, and bold brand moments where impact and motion are desirable. It can work well for sports and entertainment themes, packaging, and social graphics, especially when set large. For longer passages, it’s more effective in short bursts (taglines, callouts) rather than dense body text.
The overall tone is upbeat and punchy, with a sporty, poster-like presence. Its rounded construction keeps it approachable and friendly, while the strong slant adds momentum and a sense of action. The result feels confident and attention-grabbing without becoming harsh or technical.
The font appears designed to deliver maximum visual impact with a dynamic, italicized stance, combining soft, rounded geometry with a dense weight for high visibility. Its forms prioritize bold, friendly silhouettes that read quickly and create an energetic, contemporary-retro display voice.
The design favors dense black shape and clear silhouettes, producing a tight rhythm in text lines and a strong word-image effect. Because the counters are relatively compact and the strokes are very heavy, spacing and clarity are likely to benefit from generous tracking and larger sizes in continuous text.