Sans Normal Otlam 7 is a bold, normal width, medium contrast, italic, short x-height font.
Keywords: headlines, posters, branding, packaging, sportswear, sporty, energetic, retro, assertive, dynamic, impact, motion, display, approachability, slanted, rounded, soft corners, bracketless, compact lowercase.
A heavy, right-slanted sans with rounded bowls and smooth, continuous curves. Strokes are full and steady, with subtle modulation that reads more like optical shaping than pen stress. Uppercase forms are broad and simplified, while the lowercase is noticeably compact with a low x-height and lively, angular joins in letters like k, v, w, and y. Terminals are clean and mostly straight-cut, and the numerals follow the same robust, rounded construction, keeping a consistent rhythm across the set.
Best suited to headlines, short slogans, and brand marks where a strong, slanted voice is desired. It can work well in posters, packaging, and sports or lifestyle branding, and as an accent face in editorial layouts when paired with a calmer text companion.
The overall tone is energetic and forward-moving, combining a retro athletic feel with a contemporary, punchy presence. Its slant and bold color create a sense of speed and momentum, while the rounded shapes keep it friendly rather than severe.
The design appears intended to deliver a bold, fast, and approachable italicized sans for display use, prioritizing impact, motion, and rounded geometry over quiet neutrality.
The family shows a clear split in personality between the more neutral, geometric-leaning uppercase and the more characterful lowercase, which adds a slightly informal, display-led flavor in text. The wide curves and tight counters at smaller sizes suggest it will read best when given room and size, where the rounded forms and diagonals can stay open.