Sans Normal Ugrum 7 is a regular weight, normal width, medium contrast, italic, normal x-height font.
Keywords: headlines, posters, packaging, branding, signage, sporty, casual, retro, dynamic, friendly, add motion, convey speed, soften tone, boost personality, rounded, flowing, brushlike, compact, soft terminals.
This is a right-leaning italic sans with rounded, brushlike stroke endings and gently modulated curves. Letterforms are built from smooth, elliptical bowls and open counters, with a consistent forward rhythm and a slightly compressed, streamlined feel in many capitals. Strokes taper subtly into soft terminals, and joins are clean and simplified, giving the alphabet a cohesive, continuous motion. Numerals follow the same slanted, rounded construction, with clear, curved forms and minimal angular interruption.
It performs best in short-to-medium display settings such as headlines, posters, packaging, and brand marks where its forward slant and rounded finish can carry personality. It can also work for punchy subheads or pull quotes, particularly when a sporty or casual tone is desired.
The overall tone is energetic and approachable, with a sporty, informal character. The slant and rounded terminals create a sense of speed and ease, while the smooth curves keep it friendly rather than aggressive. It reads as lightly retro, evoking mid-century display italics without becoming overly decorative.
The design appears intended to provide a clean, sans-based italic with added warmth and motion, combining smooth geometric construction with brushlike terminal shaping. It aims to deliver quick readability while signaling energy and informality in display typography.
Uppercase shapes maintain broad, open silhouettes, while lowercase forms emphasize fluidity and quick handwriting-like movement. The design favors smooth curvature over sharp corners, and the italic angle is strong enough to read as purposeful motion, especially in longer text lines.