Sans Normal Veluj 7 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'Giriton' by Hazztype, 'Chesna Grotesk' by Horizon Type, 'Almarose' by S&C Type, 'Lyu Lin' by Stefan Stoychev, and 'TT Norms Pro' by TypeType (names referenced only for comparison).
Keywords: branding, ui text, editorial, marketing, packaging, modern, friendly, dynamic, clean, informal, approachability, clarity, motion, contemporary tone, rounded, humanist, slanted, open apertures, soft terminals.
This typeface is a slanted sans with rounded, gently tapered strokes and smooth curve transitions. Letterforms are built on simple geometric cores but softened by humanist modulation: open apertures, generous counters, and subtly asymmetric joins keep the rhythm lively. Curves (C, G, S, O) read very cleanly, while diagonals (A, V, W, Y) feel energetic and consistent in angle. Terminals are mostly soft and slightly sheared, contributing to a cohesive forward-leaning texture without sharp edges.
It works well for branding and marketing copy where a forward-leaning, upbeat feel is desirable, and it’s clear enough for UI labels and short-to-medium text blocks. The rounded construction also suits packaging and lifestyle/editorial settings where you want legibility paired with an informal, friendly personality.
The overall tone is modern and approachable, with a casual, active voice created by the consistent slant and rounded finishing. It feels friendly rather than technical, and contemporary rather than retro, making it well-suited to brands and interfaces that want warmth without losing clarity.
The design appears intended to deliver an accessible italic sans voice that balances geometric simplicity with humanist softness. The goal seems to be a clean, contemporary texture with enough warmth and motion to stand out in headings and everyday interface or brand typography.
The figures are straightforward and readable, with rounded forms that harmonize with the lowercase. Spacing appears even in text, producing a smooth, continuous italic color that supports longer passages without looking jittery or overly stylized.