San Francisco
  • San Francisco
  • San Francisco Bridge and Logo
  • San Francisco Logo - Before and After
  • San Francisco Bridge Logo

San Francisco

JUST Creative was tasked with designing the official logo design for San Francisco, USA in collaboration with Miles Partnership, marketing destination specialists.

After an extensive 9 month R&D project by Miles, that guided the brand’s direction, the result is a new and refreshed brand for San Francisco, a brand that’s bold, welcoming, and optimistic, showcasing its scenic beauty and inner beauty.

San Francisco now has a new suite of assets, including:

  • A new positioning statement: “For those who embrace the bold and seek the unexpected, San Francisco’s optimistic spirit is a constant celebration of individuality and the belief that here, in the most beautiful city in the world, all things are possible.”
  • A new profile of San Francisco visitors: “Visitors to San Francisco are as diverse as San Francisco itself. Regardless of who they are or where they’re from, they share a universal love of free-spirited expression, curiosity, and adventure. They appreciate sophistication without pretension. They embrace the bold and welcome the new. And they engage in being part of change by supporting different views—even those that may vary from their own.”
  • A brand description outlining San Francisco key attributes
  • A new brandmark (logo)
  • A new color palette
  • Brand typography
  • Brand usage guidelines

Watch the branding process:

“A strong, relevant brand is critical to our success,” Joe D’Alessandro, San Francisco Travel president and CEO, said.

“Completing this project helps us to ensure that San Francisco remains one of the top city destinations in the world – relevant, compelling and aspirational.  It’s a place unlike any other and it’s our passion to promote it.”

The San Francisco Travel Association is the official destination marketing organization for the City and County of San Francisco.

  • Client San Francisco
  • Date Monday, July 29, 2019
  • Tags Identity
  • URL View Project

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