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The custom font is most likely New Transport or a modification of it. It's a variant of the typeface used on British road signs.

https://gds.blog.gov.uk/2014/03/05/new-transport-for-gov-uk/

http://en.wikipedia.org/wiki/Transport_%28typeface%29#New_Tr...

They're using it for its aesthetic and for its keeping with the national infrastructure.

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It's almost certainly a modification, if it is New Transport. After all, what makes a road sign readable is different from body copy. But that's an interesting comment!

Aside: I've probably been past the road sign on that Wikipedia page.

"what makes a road sign readable is different from body copy"

I thought the very same, seems a odd choice to me. Interesting that they're using it though. It would be wonderful for them to provide more information about it as the current pickings are very slim.

They've provided a bit more information on how they chose it here: https://gds.blog.gov.uk/2012/07/05/a-few-notes-on-typography...

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