Serif Normal Borud 7 is a very bold, wide, medium contrast, upright, normal x-height font visually similar to 'Bonega' by Locomotype (names referenced only for comparison).
Keywords: headlines, posters, packaging, branding, signage, friendly, retro, folksy, playful, warm, display impact, retro charm, approachability, brand personality, soft serifs, rounded terminals, bulbous, bouncy, chunky.
A heavy, rounded serif design with soft, blunted wedge-like serifs and generously curved terminals. The strokes stay broadly consistent in weight, with smooth transitions into bowls and shoulders that create a slightly inflated, pillowy silhouette. Counters are compact but open enough to keep letters from clogging at display sizes, and the overall rhythm is lively thanks to subtly varied widths and softly irregular curves. Lowercase forms lean toward single-storey simplicity (notably the a and g), with prominent dots and rounded joins that reinforce the friendly, tactile feel.
This style performs best in short to medium-length display settings such as headlines, posters, storefront or event signage, and bold brand marks. It can also work well for packaging and labels where a friendly, vintage voice is desired, and for pull quotes or section headers where strong texture and personality are beneficial.
The font conveys a warm, approachable tone with a distinctly retro, hand-cut poster flavor. Its softened serifs and buoyant shapes read as cheerful and informal rather than academic, suggesting comfort, nostalgia, and a touch of whimsy.
The letterforms appear designed to deliver maximum presence with a soft-edged, approachable character, combining classic serif cues with rounded, poster-like proportions. The goal reads as creating a distinctive, nostalgic display texture that remains legible and cohesive across caps, lowercase, and numerals.
The design emphasizes strong, rounded outlines and short, cushioned serifs that remain visible even in tight shapes like E, F, and S. Numerals share the same bulbous construction, with clear, chunky forms suited to attention-grabbing settings.