Sans Normal Beloj 10 is a bold, very narrow, low contrast, upright, normal x-height font.
Keywords: posters, headlines, packaging, branding, labels, playful, handmade, quirky, retro, casual, personality, approachability, handmade feel, compact impact, tall, condensed, rounded, soft edges, irregular.
A tall, condensed sans with rounded, blobby terminals and gently irregular contours that suggest hand-drawn or cut-paper construction. Strokes stay broadly uniform, with slightly wavy sides and occasional pinched joins that create a lively, uneven rhythm. Counters are compact and rounded, and curves are slightly lopsided rather than perfectly geometric, giving the forms a friendly, organic texture. The lowercase reads as simple, single-storey shapes with narrow apertures and modest extenders, while numerals follow the same narrow, slightly bouncy silhouette.
Well-suited to display roles where personality is important: posters, headlines, packaging, labels, and playful brand marks. It also works for short UI or editorial callouts when a handmade, friendly tone is desired, especially with a bit of extra spacing.
The overall tone is lighthearted and approachable, with a charming, imperfect personality that feels informal and crafty. Its narrow, tall stance adds a bit of whimsy and theatricality, making it feel spirited rather than strictly utilitarian.
The design appears intended to deliver a compact, attention-grabbing sans with an intentionally imperfect, handcrafted finish. Its narrow build and rounded forms aim for clear impact and a casual, characterful voice rather than a strictly neutral reading texture.
In text, the condensed proportions and tight internal spaces increase the visual density, so the font’s texture becomes more pronounced as size decreases. The irregular stroke edges add character in display settings, while longer passages may benefit from generous tracking and leading to keep counters from feeling cramped.