San Francisco International Airport Unveils Dynamic New Logo Reflecting Legacy, Innovation, And Future Vision

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San Francisco International Airport unveils a new logo and brand identity, embracing its rich history and future vision with a vibrant, digital-first design.

The San Francisco International Airport (SFO) has unveiled a fresh logo and branding, replacing the old “flight lines” logo that has been in use for nearly a quarter of a century. This rebranding signifies the airport’s dedication to ongoing modernization and enhancing the travel experience. It also captures the essence of the city’s vibrant history and innovative spirit.

“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.”

The redesigned logo of San Francisco International Airport (SFO) captures the essence of its storied past, dynamic present, and limitless future. Each element of the logo, from the flowing line of the ‘S’ to the ‘F’ resembling a wing, and the ‘O’ shaped like a portal, symbolizes these aspects. The logo’s primary shade, dubbed ‘SFO Golden Hour Blue,’ transitions to a more vivid and lively blue, honoring the past while embracing the future. This change aligns with SFO’s new Vision, “Inspiring the Extraordinary,” and its Mission, “Delivering an airport experience where people and our planet come first.”

At its heart, SFO is centered on people—travelers, the local community, and the airport staff. The versatile design of the new logo, particularly the adaptable ‘O’, mirrors the diverse essence of the individuals and initiatives that define SFO.

This branding overhaul culminated from an 18-month journey of market analysis and creative brainstorming. The new logo emphasizes a digital-first approach, ensuring optimal display across various digital platforms and devices. It features an easily readable typeface and design flexibility that adjusts to various communicative needs.

Implementation of the new logo will be gradual, with digital platforms being the initial focus. This will be followed by updates to uniforms, buses, printed materials, and eventually integration into larger infrastructure and capital ventures.