Sans Normal Lulam 7 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Fold Grotesque' by Colophon Foundry, 'FS Koopman' by Fontsmith, and 'Peter' by Vibrant Types (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, confident, punchy, modern, loud, impact, motion, modernity, strength, attention, slanted, rounded, compact, blocky, high-impact.
A heavy, slanted sans with broad proportions and rounded, geometric construction. Strokes stay largely uniform, producing solid, dense silhouettes with smooth curves and minimal modulation. Terminals are clean and mostly squared-off, while counters remain open enough to hold up at display sizes. The lowercase shows straightforward, sturdy forms and the figures are large and weighty, matching the headline-focused rhythm of the capitals.
Best suited for headlines and short-form messaging where impact is the priority—posters, brand marks, packaging callouts, and sports or event graphics. It can also work for punchy UI labels or social graphics, but extended small text may feel dense due to the heavy color and tight counters.
The overall tone is energetic and assertive, with a forward-leaning stance that suggests motion and urgency. Its bold presence feels contemporary and performance-driven, projecting confidence and immediacy rather than delicacy.
The design appears intended to deliver maximum presence with a clean, geometric voice, combining a strong slant with rounded forms to communicate speed and confidence. It prioritizes bold legibility and visual momentum for attention-grabbing display typography.
The letterforms emphasize mass and stability, with tight joins and compact interior spaces that read best when given adequate size or tracking. The slant and broad stance create a strong horizontal momentum across words, making the texture feel fast and deliberate.