Sans Normal Ishu 7 is a very bold, very wide, medium contrast, upright, tall x-height font visually similar to 'Rhode' by Font Bureau and 'Favela' and 'Sztos' by Machalski (names referenced only for comparison).
Keywords: headlines, posters, logos, packaging, social graphics, playful, chunky, retro, friendly, punchy, high impact, friendly display, retro flavor, branding, rounded, soft corners, ball terminals, compact counters, ink-trap like.
A heavy, rounded sans with broad proportions and a compact internal rhythm. Strokes are thick and largely monolinear, with softened corners and generous curves that give letters a molded, almost cutout feel. Counters are relatively small for the weight, and several joins show subtle notches or wedge-like cut-ins that read like simplified ink traps, adding texture and improving separation at tight intersections. The lowercase is tall and sturdy, with short ascenders/descenders and single-storey forms that keep the silhouette dense and emphatic.
Best suited for display settings where impact and personality matter: headlines, posters, bold brand marks, packaging, and social/advertising graphics. It can also work for short labels or callouts, but its dense counters and heavy color make it less ideal for long-form text at small sizes.
The overall tone is bold and upbeat, leaning toward a retro display sensibility with a friendly, approachable voice. Its rounded geometry and chunky mass feel energetic and informal, making it more expressive than neutral while still staying clean and sans in character.
The font appears designed to deliver maximum presence with friendly, rounded shapes and a compact, high-energy texture. The subtle cut-ins at joins suggest an intention to keep forms distinct at large weights while adding a stylized, slightly retro flair.
The design produces strong word shapes with pronounced dark–light patterning due to tight counters and thick horizontals. Curved letters (C, G, S, O) emphasize smooth, circular construction, while diagonals (V, W, X, Y) keep a blunt, sturdy finish. Numerals match the letters in weight and curvature, maintaining a consistent, poster-like presence.