A lighter gray to match the fog

SFMTA: Moving You Forward

Bus Design: You can see the bus approaching!

Color Template: Golden Gate Red-Orange, Park Green, Bay Blue, Dark Gray

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The red-orange is reminiscent of the Golden Gate Bridge, an international symbol of San Francisco. The green symbolizes the city's parks and the agency's movement to sustainable transportation. The blue hue was taken from photographs of the bay, an important geographic body that continues to influence the soul of the city. The light gray contrasts the vibrant colors of the MTA, emphasizing the unique and innovative characteristics of the agency.

The logo's form takes on an "M" zooming to the right. To locals and foreigners, the M is synonymous to Muni, Metro, Mass Transit, etc. - all of which the SFMTA oversees. The letters and shapes are slightly blurred, enough to symbolize San Francisco's notorious fog, but not too much to risk illegibility.

There lacks a bias of a particular mode of transportation, and the diverse colors emphasize multi-modal services. The logo is vibrant and inviting, far from unwanted machine-like qualities. The font is easy to read for all ages, and the letters do not deviate much from their original form to allow legibility by visitors, especially first-time international tourists.

The bright red-orange should be painted on the front of all SFMTA transit vehicles to allow people at stops and stations to detect an approaching ride from far away, especially in foggy neighborhoods. The stripes convey speed and movement.

Overall, this logo combines practicality with a simple, but easily identifiable design.

Thank you.