Sans Superellipse Hogow 7 is a very bold, narrow, low contrast, upright, normal x-height font visually similar to 'Swiss 721' by Bitstream, 'Newhouse DT' by DTP Types, 'Helen Bg' by HS Fonts, 'Etrusco Now' by Italiantype, 'Britva' by Juraj Chrastina, 'Helvetica' by Linotype, 'CG Triumvirate' by Monotype, and 'Europa Grotesk SB' and 'Europa Grotesk SH' by Scangraphic Digital Type Collection (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, poster, retro, sturdy, playful, assertive, impact, compactness, friendliness, uniformity, display, condensed, heavy, blocky, rounded corners, compact counters.
A heavy, compact sans with a distinctly squarish construction softened by rounded corners. Strokes are uniformly thick with minimal modulation, producing dark color and strong horizontal/vertical rhythm. The forms lean toward rounded-rectangle (superellipse) geometry: bowls and counters are tight, terminals are blunt, and curves transition quickly into straight segments. Proportions are condensed overall, with short extenders and tightly proportioned lowercase that reads as compact and punchy at larger sizes.
Best suited to large-scale typography where its dense weight and compact counters can be appreciated—headlines, posters, logos/wordmarks, packaging, and short, high-impact signage. In longer text or small sizes, the tight internal space and heavy color may reduce readability, so it performs most confidently in display roles.
The overall tone is bold and attention-forward, combining a utilitarian, industrial solidity with a slightly cartoonish friendliness from the rounded squareness. It feels energetic and a bit nostalgic, suited to messaging that wants impact without looking sharp or severe.
The design appears intended to deliver maximum impact in a condensed footprint, using rounded-rectangular construction to balance strength with approachability. Its consistent stroke weight and compact geometry suggest a focus on bold display settings and strong visual presence rather than delicate typographic nuance.
Capitals show broad, block-like silhouettes that maintain consistent width and spacing, while the lowercase keeps similarly stout shapes with restrained apertures. Numerals match the same compact, rounded-rectilinear logic, helping maintain a unified texture in mixed alphanumeric settings.