Sans Normal Lidun 12 is a very bold, normal width, low contrast, italic, normal x-height font visually similar to 'Myriad' by Adobe, 'Muller' and 'Muller Next' by Fontfabric, 'Interval Next' by Mostardesign, 'NeoGram' by The Northern Block, 'Robusta' by Tilde, and 'LFT Etica' by TypeTogether (names referenced only for comparison).
Keywords: headlines, posters, sports branding, packaging, signage, sporty, punchy, dynamic, friendly, advertising, impact, motion, display, attention, rounded, chunky, soft corners, heavy rhythm, forward slant.
A heavy, right-slanted sans with rounded outer contours and compact internal counters. Strokes are broadly uniform, with softened joins and terminals that keep the texture smooth despite the weight. Uppercase forms are sturdy and slightly condensed in feel, while the lowercase shows a single-storey “a” and “g” with wide, simple bowls and minimal detailing. The numerals are large and blunt, with rounded curves and strong diagonals that maintain consistent color across a line.
Best suited for large-scale use such as headlines, posters, and short statements where its mass and slant can deliver impact. It also fits sporty branding, promotional graphics, packaging callouts, and signage where quick recognition and high contrast against the background are important.
The overall tone is energetic and assertive, with a forward-leaning posture that suggests motion and urgency. Rounded shaping prevents it from feeling harsh, giving it a friendly, approachable boldness suited to attention-grabbing messaging.
The design appears intended to deliver maximum emphasis in a clean, contemporary sans form, combining forward motion with rounded friendliness. Its simplified shapes and consistent stroke behavior focus on bold legibility and visual punch in display settings.
In text, the dense weight produces a strong, continuous typographic color; spacing appears designed to keep words compact and impactful. The italic construction reads more like an oblique slant than calligraphic italics, prioritizing clarity and punch over nuance.