Lyft — Custom Typeface
One type family, three distinct jobs
NaN developed a custom typeface family for Lyft with Koto in 2025. The sans serif combines moderate contrast with angular terminals and asymmetrically flared strokes. Three styles divide its responsibilities: Logo supports sub-brands, Display serves the visual identity, and Text handles small sizes and body copy. Each is available from Regular to Bold and in Roman and Italic. The Logo design carries over the geometric f and t from Lyft’s original logo, keeping a connection to the existing brand. Text retains dynamic details from Display, including the terminals of a, d and q, while using a distinctive l for legibility. The family was designed to work across applications ranging from app screens to outdoor advertising.
Set in Lyft custom typeface
Insights
- Separate Logo, Display and Text styles match different brand applications while sharing a family structure.
- The original logo’s geometric f and t provide continuity in the Logo style.
- Text adapts expressive Display details for small sizes rather than abandoning the family’s character.
