Sans Normal Ladum 2 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Artegra Sans' by Artegra, 'FS Hackney' by Fontsmith, 'Creata' by Ivan Petrov, 'Riveta' by JCFonts, 'Ambulatoria' by Pepper Type, 'Sans Beam' by Stawix, and 'Nauman' and 'Nauman Neue' by The Northern Block (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, signage, sporty, assertive, energetic, modern, punchy, impact, emphasis, momentum, branding, display, oblique, rounded, compact, sturdy, smooth.
A heavy, oblique sans with rounded, softly squared curves and a compact, blocky build. Strokes are consistently thick with minimal modulation, producing solid counters and a uniform dark color. Terminals are clean and slightly sheared by the slant, while joins stay smooth and sturdy, giving letters a dense, forward-leaning rhythm. Numerals match the letterforms in weight and width, with simple, robust shapes suited to large-scale setting.
Best suited for headlines, short statements, and display typography where strong emphasis is desired. It works well for sports-related branding, promotions, packaging callouts, and signage that benefits from a dense, high-contrast-in-size presence. In longer passages it will be most effective for brief highlighted phrases rather than continuous reading.
The overall tone is forceful and fast, conveying momentum and confidence. Its strong, condensed-looking mass and pronounced slant feel sporty and promotional, with a contemporary, no-nonsense attitude that reads as bold and attention-seeking.
The design appears intended to deliver maximum impact and immediacy through a heavy, forward-leaning stance and simplified, sturdy shapes. Its geometry prioritizes clarity at display sizes while projecting speed and strength in a contemporary sans idiom.
The slant and heavy weight tighten interior spaces in smaller counters, making the design most comfortable when given ample size and tracking. Round letters (like O/C) retain clean curvature, while diagonals (A/V/W/X) emphasize the forward motion and create an aggressive, high-impact texture in lines of text.