4 color SFMTA logo

Modular logo pattern

Basic 4 color palette with logo knockout

Letter heading and business card stationary

Bus application

Animated station entrance signage

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The ‘Flip’ SFMTA logo was inspired by analog timetables and transit signage of times gone by, now replaced by digital displays. It recalls an era when travel was considered to be special, exciting and luxurious, connecting this sentiment to the past, present and future of the SFMTA.
As a modular logo, it has the potential to adapt and animate in countless ways. In print, it’s a bold, graphic statement. When animated, it’s dynamic and creates an element of mystery, subtly asking the question, “What will be our next destination?”

A basic palette of four colors is flexible to work in any application. A charcoal grey acts as a foundation and is universal and timeless. A washed red 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 cities progressive take on environmental preservation, sustainability and green initiatives. Vibrant blue signals the future, clean technologies and fresh ideas.

For an evolving city and an evolving transit system, a logo that moves with the times.