SFMTA: Keep Moving.

The simple bus design is not overwhelming, but recognizable enough. The second is a promotional design for use when the new system launches.

The business system carried out.

The mark working in black and white.

The mark in real life. It must be applied to a number of different materials and environments. On the left is a poster introducing the new system to the public. On the right is the logo in its most basic usage, on a street curb.

The color palette of the new SFMTA. They reference our environment and the city's timelessness.

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Our mark is a reflection of the environment and people of San Francisco. It stays with the realistic and simple structure of current transit marks, while infusing a fresh feeling of meaning and trust.

The typefaces used here were carefully selected with readability and purpose in mind. It is extremely important that the mark be recognized from a wide range of distances and angles, in many different environments. Garamond is know as one of the most legible typefaces used in the print world. The letterforms are very easily read at small sizes, as well as large. Knockout is a sans serif designed to be used in large business systems. It has an enormous family of weights that will allow it to spread far across the system, while staying familiar to the viewers.

Garamond is a historic serif that keeps the mark approachable and unique. The fluidity of the letterforms shows the human aspect of the agency and the city. Knockout is a new font that breaks from traditional sans serif typefaces. This text creates trust and strength in the mark and the services it represents.

The mark embodies the many facets of the SFMTA. The shapes created in the circle and the letterforms show diversity, movement, sustainability, timelessness and a unique spirit of this area. The circle calls to mind the movement of our city and the cycle of using and saving of energy that keeps the agency sustainable. The italic letters of the "SF" create a sense of motion that continues through the mark. These letterforms also serve as an approachable aspect that calls the viewer in. Garamond shows diversity in the range of widths and angles of the letterforms which applies to the diverse sectors of the agency, and the people that it serve. This typeface is also know to be one of the most earth friendly when it comes to ink usage. The "MTA" is solid and trustworthy. The letterforms call to mind the structures and angles of the urban environment. They also continue the motion started by the "SF".