The circle represents unity while capturing the SF MTA’s spirit in a simple but timeless shape and is easy to use in a variety of applications.

The language of neighborhoods gives riders a sense of ownership and community via transit.

A subtle brightening of transit lines yields a modern palette while not compromising legibility. The result is a softer more natural and friendly tone.

Short messages are easily translated into several languages and can be read by children and adults.

The top half of the logo is an arch of type that welcomes the rider.

The bottom half of the logo is made up of two lines representing tracks or a path. The smile-like shape lends an optimistic tone to the mark and a sense of motion.

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In 100 years the muni has moved the people of San Francisco and changed the course of its history. This concept captures the history and spirit of the San Francisco's Municipal Transportation Agency in a modern homage to the municipal rail's original logo.

It is a seal of authority for the hard working men and women who make our transit system world-class. Its simple shape and classic typography give it a look that could have existed both fifty years in the past and fifty years in the future.

In application, the circle is combined with a series of short messages. Together, the simple shape and friendly short messages speak to the ideas of inclusion, familiarity, reliability, and ease of use.

Get on. Everyone is welcome.
Get on. We will take you.
Get on. We're in your neighborhood.
Get on. Get there.

These messages are easily translated into several languages to speak to the diversity of the citizens it serves. The circle is easy to use in a variety of places, spaces, and shapes. The overall system is built to be consistent but flexible.

Our team has lived in the city for a combined 25 years and in a single day on the muni saw things we've never seen and re-kindled our wide-eyed fascination of San Francisco. We share our experiences in our work and look forward to the future as SF MTA continues to improve and build upon its rich history.

More about our design and day on the muni at http://24thstdesign.tumblr.com/.