SFMTA: Connecting. Full Circle.

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Since its creation in 1999, the SFMTA has been an integral part in getting the residents and visitors of San Francisco around town. The agency has connected many passengers to their destinations, and usually completes the round trip by returning them to their starting points. Sometimes, they have even connected us late at night with their round-the-clock services. With SFMTA striving to promote their multi-modal core value, they have gone from just the wheels on the bus going round-and-round to incorporating and making improvements for light rails, taxis, pedestrians, and bicyclists all around. Not to mention the measures taken to ensure environmentally-friendly transportation across a sustainability-conscious city. SFMTA prides itself on "improving the quality of life in San Francisco", and have done so full circle today and for the next 100 years to come.

Seeing the circle as a prominent symbol across many attributes of SFMTA, it was only natural to incorporate it. Utilizing the arrow style found commonly in transportation graphics, two circles of arrows going opposing directions help give a sense of motion while symbolizing the involvement of SFMTA in everyday round-trips. The two colored circles are interlocked to symbolize the links created between the multiple modes of transport available. The typography is all connected to show the continued strengthening of the connections SFMTA makes. A stylized "t" helps create a symbolic leaf within the eye of the "a", symbolizing the large environmental focus SFMTA has in its upcoming Strategic Plan. Lastly, the modern-yet-flexible color palette helps characterize San Francisco: from the grey of the city streets to the blue of the sea, the focus of the city being more green to the golden spirit of the diverse community that aids in that focus. All in all, this logo strives to pay homage to the ways SFMTA has helped (and will continue to help) bring this city and its residents and visitors around...full circle.