The San Francisco International Airport (SFO) debuts a new logo and brand identity, retiring its current “flight lines” logo after 24 years of use. The new brand marks the Airport’s ongoing commitment to modernization and an extraordinary passenger experience whilst reflecting the City’s rich history and spirit of innovation.
“We are excited to introduce our new brand and logo, which reflects the exciting changes happening at SFO,” said Ivar C. Satero, Airport Director. “Much like our old logo marked a period of time in the early 21st century, the new logo shows our commitment to deliver an airport experience where people and our planet come first.”
From the fluid path of the S to the wing of the F, to the portal of the O, SFO’s new logo represents the spirit of our rich history, the dynamism of the present, and the boundless possibilities of the future. With a primary color we call SFO Golden Hour Blue, the new colour pays homage to the past while transforming to a brighter and more vibrant blue. The logo also reflects our new Vision: Inspiring the Extraordinary; and our new Mission: Delivering an airport experience where people and our planet come first.
At its core, SFO is about people: travellers, the community, and airport team members. The new logo allows for flexibility in creating special-themed logos utilizing the “O”, to reflect the essence of the people and projects that make us who we are.
The debut of the new brand identity caps an 18-month process of market research and creative ideation. The new logo and brand showcase a digital-first design, allowing SFO’s mark to be optimized for digital environments, scaling across different devices and screen sizes. The new font is readily available and easy to read, and the overall design provides creative flexibility to adapt to different messages.
The logo will be phased in over several years. Digital instances will be prioritized for deployment, followed by scheduled new and replacement items like uniforms, buses, and print messages, followed by instances as part of larger construction and capital projects.
