Brand Identity, Wayfinding
The San Francisco International Airport (SFO) is one of 3 major airports that service Silicon Valley and the greater Bay Area.
Refresh the brand identity for the San Francisco International Airport to reflect the changing demographic and position it as most technologically advanced in the competitive City.
San Francisco has a rich history of signage and hand lettering representative of the many flavors, cultures and identities that call the city home. As San Francisco and the greater Bay Area continue to adapt and expand, the SFO brand identity should better represent these many voices.
The brand pattern is made up of a variety of typefaces that represent the various voices and faces of those who call San Francisco Home. The pattern can be applied to both images and solid color backgrounds from
A simplified mark that is more balanced shape for scalability and simpler reproduction, particularly in 1 color. The mark is a also simpler yet distinct to stand out against the brand pattern.
the brand pattern is dynamic and can be applied to airport collateral, physical spaces, consumer merchandise alike. both light and dark color applies to solid colors and imagery.
The new wayfinding applies to airport gate signs, terminal maps, and other airport signage.