Sans Normal Luday 2 is a very bold, wide, low contrast, italic, normal x-height font visually similar to 'Akzidenz-Grotesk Next' by Berthold, 'FF Mark' and 'FF Mark Paneuropean' by FontFont, 'Helvetica Now' by Monotype, and 'Manifestor' by Stawix (names referenced only for comparison).
Keywords: headlines, posters, branding, packaging, signage, sporty, confident, energetic, modern, friendly, impact, motion, approachability, modernity, oblique, rounded, soft corners, compact, blocky.
A heavy, oblique sans with broad proportions and compact internal counters. Letterforms favor rounded geometry with softened terminals and smoothly curved bowls, while diagonals and joins stay sturdy and simple. The slant is consistent across caps, lowercase, and figures, creating a forward-leaning rhythm and a strong, continuous word shape. Numerals and capitals are similarly robust, with closed forms and minimal detailing for a clean, high-impact silhouette.
Best suited to display applications where impact and immediacy matter—headlines, posters, athletic or lifestyle branding, packaging, and bold signage. It can work for short UI labels or callouts when set large enough to preserve counter visibility, but it is less ideal for extended reading text.
The overall tone feels punchy and athletic, with a confident, forward-motion stance. Its rounded construction keeps the weight from feeling aggressive, giving it a friendly, contemporary presence suited to attention-grabbing messaging.
The design appears intended to deliver a strong, modern voice with built-in motion, combining a robust sans structure with rounded shaping to stay approachable. It prioritizes a solid typographic color and clear, emphatic forms for marketing-forward communication.
At smaller sizes the dense weight and tight apertures can reduce interior clarity, while at display sizes the even color and strong slant read crisply. The italic angle is pronounced enough to create momentum without becoming calligraphic, maintaining a straightforward, industrial simplicity.