SFO Unveils Modernised Logo and Brand Identity
San Francisco International Airport (SFO) introduced a new logo and identity, officially retiring the "flight lines" logo, serving the Airport for 24 years. This is part of the Airport's commitment to modernisation and great passenger experience while recognising the City's rich heritage and its innovative spirit.
The new logo tells a story of legacy and heritage, present dynamism, and potential in the future at the Airport. From the fluid path of the S to the wing of the F and the portal of the O, each element comes alive with these themes. The primary colour, SFO Golden Hour Blue, brightens to a more saturated, striking hue, offering a wink to the past. This new logo is even more aligned with the refreshed Vision of the Airport: “Inspiring the Extraordinary,” and its Mission: “Delivering an airport experience where people and our planet come first.”
Ivar C. Satero, Airport Director said, “We are excited to introduce our new brand and logo, which reflects the exciting changes happening at SFO. 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.”
A nice advantage of this new logo design is that with the “O,” special-themed logos can create representations reflecting the essence of the people and projects that define the Airport.
The new brand identity was launched after 18 months of market research and creative development. Its design is digital-first, hence optimised for a number of digital environments and devices. Its new font is accessible and readable, providing creative flexibility to carry various messages. The new logo will be rolled out gradually over several years. Digital applications will come first, followed by new and replacement items like uniforms, buses, and printed materials.
