Slab Normal Ello 10 is a bold, normal width, low contrast, upright, short x-height font.
Keywords: headlines, posters, packaging, signage, branding, sturdy, friendly, retro, confident, workmanlike, high impact, clear signage, retro print, approachable strength, solid texture, chunky, bracketed, rounded, softened, heavy.
A heavy slab serif with chunky, bracketed serifs and softly rounded corners that keep the texture from feeling rigid. Strokes stay largely even throughout, with broad verticals and compact counters that create a dense, emphatic color in text. Proportions lean wide and grounded, with a relatively low x-height and clear, open apertures on key forms; the overall rhythm is steady and robust rather than delicate. Numerals are similarly weighty and constructed to match the blunt, slabby terminals for cohesive setting in display sizes.
It performs best in headlines and short blocks where a strong, grounded voice is needed, such as posters, signage, and packaging. The sturdy slab construction also suits branding applications that want a confident, approachable presence, and it can work for subheads or pull quotes where extra weight and clarity are desirable.
The font reads as dependable and straightforward, with a warm, slightly old-fashioned tone. Its thick slabs and softened shaping evoke practical print traditions—signage, packaging, and editorial headlines—without feeling ornate.
The design appears intended as a practical, high-impact slab serif that balances firmness with approachability. By combining heavy, bracketed slabs with rounded detailing and restrained contrast, it aims to deliver strong visibility and an even, consistent typographic color in display use.
Spacing appears generous enough to keep bold letterforms from clogging, helping longer lines remain legible despite the dense stroke weight. The serif treatment is consistent across caps and lowercase, reinforcing a uniform, poster-ready texture.