Sans Normal Lurup 7 is a very bold, wide, medium contrast, italic, normal x-height font visually similar to 'Croih' by 38-lineart, 'Expline' by Formatype Foundry, 'Resist Sans' by Groteskly Yours, 'Urania' by Hoftype, 'Monto Grotesk' and 'Monto Screen' by Lucas Tillian, and 'Identidad' by Punchform (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, confident, energetic, modern, punchy, attention grabbing, speed emphasis, display impact, modern branding, slanted, compact counters, rounded terminals, smooth curves, forward-leaning.
A heavy, forward-slanted sans with broad proportions and a smooth, rounded construction. Strokes are uniformly thick with gently tapered joins, producing compact interior counters and a dense, high-impact color on the page. Curves dominate the design (notably in C/G/O/S), while straight-sided forms like E/F/L retain softened corners, keeping the overall texture cohesive. The lowercase shows single-storey forms and sturdy, simplified shapes that read clearly at display sizes, with numerals matching the same bold, rounded rhythm.
Best suited to headlines, short slogans, and large-format messaging where the bold, slanted forms can drive attention quickly. It also fits branding systems that want an athletic, high-energy voice, as well as packaging or promotional graphics that need strong presence from a limited amount of text.
The overall tone feels assertive and fast, with a clear sense of momentum from the consistent slant and wide stance. Its bold, rounded shapes project a friendly toughness—more athletic and promotional than delicate or editorial.
The design appears intended as a high-impact display italic: a rounded, powerful sans that prioritizes immediacy, speed, and legibility in big, confident statements.
Spacing appears deliberately tight for maximum impact, and the slant is consistent across caps, lowercase, and figures, helping lines of text feel unified. The heavy weight and compact counters suggest it will benefit from ample size and breathing room in longer settings.