Milan-based Leftloft studio originated LFT Iro Sans from a wayfinding commission for San Siro stadium, where legibility under poor lighting and irregular wall geometry was the primary constraint. The project expanded to address a recurring problem in public-space signage: mismatched typefaces and icon families undermining brand coherence. The solution unified a text face, a unicase display style, and a custom pictogram set into a 38-member family. Pictogram shapes were radically simplified so meaning and visual language align with the letterforms.