San Francisco International Airport (SFO) has unveiled a new logo and brand identity, marking the end of the 24-year-old ‘flightlines’ logo. This rebrand reflects SFO’s continued commitment to modernization and delivering an exceptional passenger experience, while also honoring the city’s rich history and spirit of innovation.
“We are excited to introduce our new brand and logo, which reflect the transformative changes at SFO,” said Ivar C. Satero, airport director. “Just as our old logo symbolized a specific era, this new design underlines our commitment to creating an airport experience that puts both people and the planet first.”
The new logo is rich in symbolism: the smooth curve of the ‘S’ represents movement, the ‘F’ resembles a wing and the ‘O’ evokes the idea of a portal, referencing the historical significance of SFO, the current dynamics and the future. possibilities. The primary color, called “SFO Golden Hour Blue,” is a nod to the airport’s past while transitioning to a better, more vibrant future. The design aligns with SFO’s new vision – Inspiring the Extraordinary – and mission: delivering an airport experience that puts people and our planet first.
In essence, SFO’s rebrand emphasizes its commitment to people: travelers, the local community and airport staff. The new logo is versatile and allows for special theme variations that reflect the diverse people and projects that are integral to SFO’s identity. The rebranding process, which took 18 months, included extensive market research and creative development. The new logo is optimized for digital use and ensures scalability across different devices and screen sizes. The font is clear and accessible, providing the flexibility needed to adapt to different messages and contexts.
The rollout of the new brand identity will take place over several years. Digital platforms will see the new logo first, followed by gradual updates to physical items such as uniforms, buses and signage as part of ongoing construction and capital projects.
