Monochrome SFMTA ‘Skyline’ logo

The logo incorporates iconic SF landmarks

A modular color palette

Letter heading and business card stationary

Bus application

Bart station entrance application

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The SFMTA ‘Skyline’ logo brings the city together, literally.

The SF skyline is a universal symbol of the diverse community of San Franciscans that has made it its own. For each individual, that silhouette means something different.

An adaptation of Futura, this bold san serif face has punch and brings modern, clean lines to this identity. The negative space between the characters reveals a silhouette of San Francisco’s iconic skyline, instantly recognizable and steeped in heritage. This balance of modernity and history embodies the past, present and future of the SFMTA. The skyline motif ties together the individual characters and creates a sense of movement as your eye ‘walks’ through the city, left to right.

A modular palette of four colors is flexible to work in any application. The pure black is universal, timeless and may be used in monochrome applications. A washed red/orange shade is a nod to our most revered icon, the Golden Gate Bridge. Kelly green speaks to SF’s unique location, surrounded by nature and our city’s progressive take on environmental preservation, sustainability and green initiatives. A vibrant blue signals the future, clean technologies and fresh ideas.

Inside this simple mark is a whole city, with places they need to go.

For additional images and applications visit - http://mksfmta.tumblr.com/