In 2001, Pentagram’s Michael Beirut commissioned New York-based studio Hoefler & Frere-Jones to create a custom typeface for the New York Jets. To create the new typeface, H&FJ extrapolated elements from the original 1960s logo. Nitro is a very bold, heavily slanted (28 degrees!), uppercase-only sans serif that conveys the speed, skill and determination of one of the league’s most dominant teams.

The font is used on everything from venue signage and tickets to promotion and merchandise. Nitro also appears throughout the New York Jets Training Center in Florham Park, New Jersey where it is used to create graphic slogans such as inspirational speeches, abstracted patterns in stairwells, the team’s Wall of Fame and the nameplates on the player’s lockers.