Sans Normal Rurid 3 is a regular weight, normal width, low contrast, italic, normal x-height font visually similar to 'Comenia Sans' by Suitcase Type Foundry and 'Depot New Condensed' by moretype (names referenced only for comparison).
Keywords: ui text, brand voice, headlines, marketing, captions, modern, casual, clean, dynamic, friendly, emphasis, readability, modernity, approachability, versatility, rounded, open apertures, soft terminals, humanist, upright-leaning.
This is a right-leaning italic sans with smooth, rounded construction and consistently low stroke modulation. Curves are generous and elliptical, with soft, slightly sheared terminals that reinforce forward motion. Counters are open and fairly wide, and joins stay clean without sharp corners, giving the glyphs an even, flowing rhythm. Proportions read balanced rather than condensed or extended, with a moderate x-height and clear separation between similar forms in running text.
It works well for interface copy, product messaging, and editorial subheads where an italic voice is needed without sacrificing clarity. The rounded shapes and open counters also support readable captions and short paragraphs, while the forward slant makes it effective for emphasis in branding and marketing applications.
The overall tone is contemporary and approachable, combining a clean sans structure with an energetic italic slant. It feels informal without becoming playful or quirky, making it well suited to friendly, everyday communication. The motion and softness add warmth while keeping a professional, modern voice.
The design appears intended as a versatile italic companion with a modern sans backbone—prioritizing readability, smooth texture, and a sense of motion. Its rounded geometry suggests a focus on friendliness and approachability while remaining clean enough for practical, contemporary typography.
Uppercase forms remain simple and legible with rounded bowls, while lowercase shapes emphasize smooth curves and open apertures for clarity. Numerals follow the same rounded, slightly oblique logic, maintaining a consistent texture across mixed alphanumeric settings.