Sans Normal Lodag 3 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'ATF Franklin Gothic' by ATF Collection; 'Benton Sans', 'Benton Sans Pro', and 'Benton Sans Std' by Font Bureau; and 'CF Mod Grotesk' by Fonts.GR (names referenced only for comparison).
Keywords: headlines, posters, branding, sportswear, packaging, sporty, punchy, confident, modern, playful, impact, motion, emphasis, modernity, attention, slanted, oblique, heavy, rounded, soft corners.
A heavy, slanted sans with broad proportions and generously rounded curves. Strokes are uniform and dense, with compact counters and smooth, continuous arcs that keep the texture even. Terminals tend to look blunt and clean, and the forms balance geometric roundness with slightly humanist shaping for letters like a, g, and e. The overall rhythm is bold and forward-leaning, producing strong word silhouettes and high impact at display sizes.
Best suited to headlines, posters, and prominent UI or marketing moments where strong presence is needed. It can work well for branding in athletic, tech, or youth-oriented contexts, as well as packaging and signage that benefits from quick recognition and a sense of motion. In longer passages, it will read more like a display italic—effective for emphasis rather than body text.
The tone is energetic and assertive, with a sporty, contemporary feel. Its strong mass and oblique stance convey motion and urgency, while the rounded construction keeps it friendly rather than aggressive. Overall it reads as bold, upbeat, and attention-seeking.
The design appears intended to deliver maximum impact with a modern, rounded sans structure and a consistent forward slant. Its broad shapes and tight counters suggest a focus on high-visibility, energetic messaging, prioritizing bold silhouettes and a streamlined, contemporary feel.
Curves dominate the construction (notably in O/Q/8 and the lowercase bowls), giving the face a cohesive, smooth character. Numerals match the same weight and roundness, with large, simple shapes that emphasize visibility. The slant is consistent across uppercase, lowercase, and figures, helping maintain a unified voice in longer lines of text.