Sans Normal Ludam 7 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Riveta' by JCFonts, 'Greenwich' by Mint Type, 'Milliard' by René Bieder, and 'Moucha' by Vibrant Types (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, punchy, modern, confident, friendly, impact, energy, modernity, clarity, attention, oblique, geometric, rounded, compact, sturdy.
A heavy, oblique sans with broad proportions and smooth, rounded geometry. Strokes are consistently thick with minimal modulation, producing dense counters and strong silhouettes. Curves are generously radiused (notably in C, O, S, and the bowls), while diagonals and joins stay blunt and stable, giving the face a sturdy, blocky rhythm. Lowercase forms read as simplified and compact with rounded terminals and a single-storey construction where visible (e.g., a and g), and the numerals are wide and weighty with large, round forms.
This font is best used where large-scale impact matters: headlines, posters, prominent UI labels, and bold brand statements. It also fits energetic contexts such as sports and fitness identities, event promotions, and packaging that needs quick shelf recognition. For longer passages, it performs best in short bursts (subheads, callouts) with ample spacing.
The overall tone is energetic and assertive, with a forward-leaning stance that feels active and contemporary. Its rounded, geometric shaping keeps the weight from feeling harsh, adding a friendly, approachable edge despite the strong black presence. The result suggests motion and confidence—well-suited to bold, attention-getting messages.
The design appears aimed at delivering maximum visual punch with a clean, geometric voice and a dynamic forward slant. It prioritizes bold, high-visibility word shapes and consistent, rounded construction to stay modern and approachable while remaining unmistakably strong.
Tight interior spaces at this weight make counters and apertures feel intentionally compact, increasing impact at display sizes but encouraging generous tracking at smaller sizes. The slant is uniform across uppercase, lowercase, and numerals, creating a cohesive, continuous flow in words and lines of text.