SFMTA ‘Tag’ logo

A modular color palette

Letter heading and business card stationary

Bus application

Bart station entrance application

Bus stop application

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San Francisco has a vibrant street art scene, from Mission murals to Tenderloin tags. It seems that the transit infrastructure is often the unofficial canvas for many street artists. The aim of this identity is to give the city its own ‘tag’ or graphic signature inspired by this underground culture. The word mark incorporates big, exaggerated gestures and hand-drawn fluid lines, styles that are often found in street art.

A modular palette of four colors is flexible to work in any application. The primary cyan blue is bold and catches the eye at first glance. A washed red/orange shade is a nod to our most revered icon, the Golden Gate Bridge. Kelly green speaks to SF’s unique location, surrounded by nature and our city’s progressive take on environmental preservation, sustainability and green initiatives. A warm grey reflects the streets and acts as an anchor, balancing out the bold colors.

Like the SFMTA, this logo supports and adds to our city’s vibrancy.