Sans Normal Uprem 7 is a light, wide, very high contrast, upright, normal x-height font visually similar to 'Lust Sans' by Positype (names referenced only for comparison).
Keywords: headlines, editorial, magazines, branding, posters, fashion, luxury, dramatic, modern, editorial impact, luxury branding, modern elegance, display clarity, high-contrast, elegant, refined, crisp, airy.
This typeface is defined by razor-thin hairlines paired with bold vertical strokes, creating a striking high-contrast rhythm. Forms are clean and upright with generous spacing and an overall open, airy texture, while curves are smoothly drawn and terminals tend to finish sharply rather than with heavy bracketing. The capitals feel tall and poised, and the lowercase maintains a balanced, readable x-height with delicate joins and pronounced thin strokes in diagonals and cross-strokes. Numerals follow the same contrast logic, mixing sculpted curves with slender connecting strokes for a polished, display-forward look.
It works best for headlines, magazine settings, and brand marks where high contrast and elegance are assets. The font is well suited to posters, lookbooks, and premium packaging applications that benefit from a refined, high-impact typographic voice.
The overall tone is sophisticated and dramatic, with a polished editorial sheen. Its sharp contrast and refined detailing suggest luxury and high-end branding, while the restrained, modern construction keeps it feeling current rather than ornate.
The design appears intended to deliver a contemporary, high-fashion display voice by combining minimal, clean construction with extreme stroke contrast. It aims to project sophistication and drama while retaining clarity through upright proportions and controlled, consistent curves.
The thinnest hairlines are extremely fine, especially in diagonals and crossbars, which emphasizes a crisp, fashion-led character and makes the design most comfortable at larger sizes. The rhythm alternates between strong verticals and barely-there connecting strokes, producing a lively, sparkling texture in longer lines of text.