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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 diversity (connecting cultures), a love of coming together (transportation), and a love of options (modes of transportation). The logo plays well across boundaries, with a sense of unification, fluidity, and movement. The intersection of the parts forms the basis of a visual language that can be leveraged around the city to represent the diverse transportation options that SFMTA represents: bus, train, bike, etc.

Included in this design is a monochromatic style for a MUNI metro map, reflecting the visual style and unification of the logo. Also included is a bus style, which plays off of the aqua coloring. This highlights the importance and relevance of buses in San Francisco, with strong colors that stand out amongst the cars and buildings in the city.

The center portion of the logo becomes a recognizable symbol, which can be used around the city for signage on each mode of transportation.