black and white logo

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The concept for the logo and rebrand is a line drawing—outlined lettering and organic shapes which can read alternatively as a stylized geometric outline of San Francisco or as a unified intermodal transportation schematic drawing. I drew the inspiration for the vectors from map outlines that we are all, as humans, familiar with such as pathways or conveyances. Everything from a bike lane to a wheelchair ramp to the iconic F-line streetcars. The lines are meant to incorporate and embody all the myriad ways and means by which the SFMTA provides transportation and mobility to the city's residents, commuters and visitors.

The shapes in the top right corner are suggestive of circular routes of travel, transit points, and interconnectedness among different regions. They also serve an informational purpose in the color version of the logo; in possible use as color-identified headers for different services.

I started thinking about my own various personal commutes within the city over the years I've been a resident. The patterns of daily commute, the distinctive neighborhoods that the SFMTA connects, the millions of annual visitors who ride and use our vehicles, and the growing challenges for an all-encompassing agency providing transportation solutions to a populace. I strove to make the logo reflect these concepts: openness, forward-thinking, and economy of space through efficiency and planning, and getting a person from point A to B.