Logo

Buses

Signage

Bikeshare

IMAGE

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San Francisco is a city of diversity, passion, energy, grit, beauty, nature, openness, and love of life. The SFMTA is the agency that connects every part of the city, connecting people to places and people to people. What better way to unify the connections of our city than a sense of pride and love for San Francisco? The SFMTA is the energy below the surface building these connections.

The theme: Love the city.

It's a motto as much passion as reality. It's a reflection and an action. It unites our city and every connection within it.

This logo represents a love of moving forward (transportation), love of green connections (nature and environment), and love of diversity (modes of movement.) The lightness reflects a softness in transportation not often seen in America: an understanding that transportation isn't simply utilitarian, but a way to connect you to everything you love about being in San Francisco.

Included in this design is a concept for two possible visual styles for buses. The bright colors bring the buses to the forefront in the city, rather than blending into the background: a constant reminder of the importance transportation plays in our city. The green tones strike a contrast to the gray pavement found in San Francisco, and bring out the playful side of movement.

When rotated, the logo becomes reminiscent of a plant, forming the basis for signage reflecting different modes of transportation, unified by a recognizable logo.