Sans Normal Lurig 7 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Croma Sans', 'Equip', 'Galvani', and 'Qubo' by Hoftype; 'Neue Frutiger Cyrillic' by Linotype; 'Fact' by ParaType; and 'Antona' by exljbris (names referenced only for comparison).
Keywords: headlines, posters, sportswear, branding, packaging, sporty, assertive, energetic, modern, punchy, impact, motion, attention, bold branding, display clarity, oblique, slanted, rounded, compact, blocky.
A heavy, oblique sans with broad proportions and compact internal counters. Strokes are largely monolinear with softly rounded joins and terminals, producing smooth, dense silhouettes. Curves are full and open in letters like C, G, O, and S, while diagonals in A, K, V, W, X, and Y create a strong forward rhythm. Uppercase forms feel sturdy and geometric; lowercase stays robust with simple, single-storey constructions and a rounded, high-shouldered look in letters like n, m, and h. Numerals match the weight and stance, with wide, stable figures and minimal modulation.
This font is best suited to attention-grabbing display use such as headlines, posters, and short promotional copy where a strong, italicized presence is desired. It can work well for sporty branding, packaging, and signage that benefits from a dense, high-impact word shape. For longer text, it’s most effective in larger sizes where counters and spacing remain clearly readable.
The overall tone is bold and kinetic, with an emphasis on speed and impact. Its forward slant and thick strokes read as confident and promotional, suggesting motion and urgency rather than quiet neutrality. The rounded shaping keeps it approachable while still feeling forceful and headline-driven.
The design appears intended as a high-impact oblique sans that combines geometric sturdiness with rounded, friendly curves. Its proportions and dense weight aim to maximize presence in display settings while maintaining clean, contemporary letterforms.
Spacing and fit appear tight and efficient, reinforcing a compact, poster-like texture in paragraphs. The slant is consistent across caps, lowercase, and numerals, and the design maintains a cohesive rhythm between straight-sided structures and generous rounded bowls.