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The "M," a universally recognized symbol of city transit systems, is the strong focal point of this timeless design. The SFMTA is a bridge that connects us to where we want to be, to the people we want to be with, and to the person we want to be.

To convey this idea, I utilized San Francisco's most iconic structure, the Golden Gate Bridge. The shape of the bridge is recognizable to both tourists and locals, and serves as a strong foundation for a uniquely SF design. The "M" shape abstractly portrays two people joining hands, focusing on one of the core values of the SFTMA; connecting people. Lastly, the multiple colors represent the multiple modes of the SFMTA network, as well as evoking the strong red of the Golden Gate Bridge, the deep blue of the Bay, and the soft green of the famed SF hills among other vibrant colors.

The logo is strongly symmetrical, allowing the eye to meander along the the slopes of the "M" and follow the curves to the horizontal beam. These curves combined with straighter edges evoke a strong sense of movement in the logo, representing both a subtle nod to transit, as well as a bridge between the SFMTA's storied past 100 years and the exciting future ahead.

SFMTA. Connect.