Sans Normal Lurom 12 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Technica' by Monotype (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, logos, sporty, assertive, energetic, modern, friendly, impact, motion, attention, branding, display clarity, rounded, oblique, chunky, compact counters, soft corners.
A heavy, oblique sans with broad proportions and a compact interior rhythm. Strokes are consistently thick with minimal modulation, and terminals are mostly squared-off but softened by rounded joins and generous curvature in bowls and shoulders. Counters stay relatively small at this weight, giving letters a dense, blocky texture, while curves (O/C/G and lowercase rounds) remain smooth and stable. The overall spacing feels sturdy and even, producing a strong horizontal flow suited to large sizes.
Best suited to display typography where mass and slant can do the work: headlines, posters, and promotional graphics. It fits especially well in sports branding, energetic campaigns, and packaging that needs quick shelf impact. It can also support bold logotypes and short UI labels when used at larger sizes with adequate spacing.
The slanted, high-mass shapes project speed and confidence, with a contemporary, action-oriented tone. Rounded construction keeps it approachable rather than harsh, balancing impact with a friendly, team-brand feel. The result is bold and attention-grabbing without leaning into overtly technical or decorative cues.
The design appears intended to deliver maximum impact with a sense of motion, using a consistent oblique stance and dense, rounded forms to keep the voice strong but not aggressive. It prioritizes punchy readability and brand presence over delicate detail.
The numeral set matches the heavy, rounded construction and keeps a consistent forward lean. Lowercase forms appear simple and highly legible at display sizes, with a sturdy single-storey structure where applicable and a compact, punchy silhouette across words.