Sans Normal Edlum 10 is a regular weight, normal width, low contrast, italic, tall x-height font visually similar to 'Big Vesta' by Linotype and 'Adora Condensed PRO' by preussTYPE (names referenced only for comparison).
Keywords: ui text, branding, headlines, posters, packaging, modern, clean, friendly, informal, approachable, friendly modernity, clear emphasis, everyday readability, humanist, rounded, soft terminals, open counters, airy spacing.
This is a slanted sans with rounded, open forms and a smooth, even stroke that keeps the texture consistent across sizes. Curves are generously circular and counters stay open, giving letters like C, G, e, and s a breathable feel. Stems and joins are simplified and contemporary, with soft terminals and a generally upright, straightforward construction that reads clearly despite the italic angle. Proportions lean toward a tall lowercase with compact extenders, and overall spacing feels even and uncluttered, supporting a steady left-to-right rhythm.
It performs well in UI and product text where a modern, friendly italic can add emphasis without sacrificing clarity. The clean, rounded construction also suits branding, marketing headlines, and packaging where an approachable contemporary tone is desired.
The overall tone is contemporary and friendly, with an easygoing italic energy that feels active without becoming flashy. Its soft curves and open shapes make it approachable and conversational, suitable for brands or interfaces aiming for a warm, modern voice.
The design appears intended as a versatile slanted sans that balances contemporary simplicity with warmth. It aims to stay legible in continuous reading while offering a lively, polished italic voice for emphasis and display.
Uppercase forms remain clean and geometric in spirit, while the lowercase introduces more character through the italic slant and rounder bowls, creating a subtle but noticeable hierarchy in mixed-case text. Numerals follow the same smooth, rounded logic, maintaining a cohesive texture alongside letters.