Sans Normal Ridur 7 is a bold, normal width, low contrast, upright, normal x-height font visually similar to 'Relative' by Colophon Foundry and 'Flaco' by Letter Edit (names referenced only for comparison).
Keywords: headlines, branding, posters, signage, packaging, modern, friendly, confident, clean, approachable, impact, clarity, modern utility, brand emphasis, versatility, geometric, rounded, blocky, dense, high-impact.
A heavy, geometric sans with broad, rounded bowls and smooth, continuous curves. Strokes are consistently thick with minimal modulation, producing an even color and sturdy silhouette. Counters are relatively tight in letters like a, e, and s, while apertures remain clear enough for signage-style readability. Terminals are predominantly straight-cut, and the overall spacing and proportions feel compact and efficient, giving the text a dense, assertive rhythm.
Best suited to headlines and short-to-medium text where strong presence is desired, such as brand identities, posters, packaging, and wayfinding. The even stroke weight and compact rhythm help maintain clarity at larger sizes and in high-contrast layouts.
The tone is contemporary and straightforward, with a friendly softness coming from the rounded forms. Its weight and compactness add confidence and emphasis, making it feel suitable for bold statements without becoming overly formal.
Likely intended as a contemporary workhorse display sans that delivers maximum impact through simple geometry and consistent stroke weight. The design prioritizes clarity and immediacy, balancing firmness with rounded, approachable shapes for broad commercial use.
The uppercase set reads particularly solid and stable, with wide circular forms (C, O, G) and strong verticals that anchor headlines. Lowercase maintains a simple, utilitarian construction with single-storey forms and a practical, uncluttered texture in running text. Numerals are sturdy and highly legible, matching the same geometric, no-nonsense styling.