SFMTA logo

Color Sheme

Bus Template

IMAGE

1

2

3

The red-orange M is reminiscent of the Golden Gate Bridge, an international symbol of San Francisco. The green T symbolizes the city's parks and the agency's movement to sustainable transportation. The blue hue of the A was taken from photographs of the bay, an important geographic body that continues to influence the soul of the city. The dark metallic gray SF contrasts the vibrant colors of the MTA, emphasizing the unique and innovative characteristics of the agency.

The bolded letters represent the solid presence the agency has within the structure of the city, while the slightly sheared italics convey a physical movement in a forward direction and a philosophical movement in a progressive direction. The logo shape has near reflection symmetry and implies balance among different transit modes.

The S and F are conjoined as to look like an intersection, recognizing the connectivity of the city and the multiple transit networks. The M provides the logo with an easily identifiable symbol that could possibly in the future act alone in representing the agency. With three dots, it is unique and doubles as 3 passengers being rapidly transported to their destination. The circular A delivers a sense of a smooth ride, and to some, represents continuous service.

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.

Thank you for giving me the chance to be "part of San Francisco history." I would be more than happy to assist the SFMTA and its staff if given the opportunity.

In appreciation,
Jordan T.