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San Francisco International Airport (SFO) has unveiled a striking new logo and brand identity, marking the end of its 24-year-old “flight lines” emblem. This bold move is part of SFO’s broader commitment to modernization and enhancing the passenger experience while celebrating the city’s vibrant history and pioneering spirit.

Airport Director Ivar C. Satero emphasized the significance of the change in a statement: “We are thrilled to introduce our new brand and logo, which mirrors the transformative developments at SFO. Just as our previous logo encapsulated the essence of the early 21st century, this new design embodies our pledge to prioritize people and the planet in delivering an exceptional airport experience.”

The revamped logo is more than just a visual update; it is a powerful symbol of SFO’s past, present, and future. The fluid design of the “S” represents the airport’s journey, while the “F” echoes the wings of flight, and the “O” symbolizes a portal to endless possibilities. The primary colour, “SFO Golden Hour Blue,” nods to the airport’s history while infusing the brand with fresh, vibrant energy.

This new brand identity is anchored in SFO’s renewed Vision, Inspiring the Extraordinary, and its Mission: Delivering an airport experience where people and our planet come first. At its core, SFO’s identity is about people—whether they are travellers, members of the community, or part of the airport team. The logo’s flexibility allows for special-themed variations, particularly how the “O” can be adapted to reflect different projects and people central to the SFO experience.

The journey to this new identity was far from spontaneous. It is the culmination of an 18-month process that involved extensive market research and creative brainstorming. The result is a digital-first design optimized for the modern digital age. The logo’s adaptability across various devices and screen sizes ensures it remains crisp and clear in every context. The new font, selected for its readability and modernity, further supports this versatile design.

This rebranding will be gradually introduced across all aspects of the airport’s operations. The digital rollout will be prioritized, with the new logo appearing on screens and devices throughout the airport first. A phased introduction to uniforms, buses, and printed materials will follow. Finally, the logo will be incorporated into more extensive construction and capital projects, completing SFO’s transformation into a beacon of modern aviation.

The unveiling of this new logo is not just a cosmetic change but a signal to the world that SFO is ready to lead the future of air travel. By embracing an innovative brand identity rooted in the community it serves, SFO is setting a new standard in the aviation industry. The new logo reflects a forward-thinking airport, one that is committed to delivering extraordinary experiences for passengers while respecting the planet.

As SFO embarks on this new chapter, the world will watch as it continues to innovate and inspire, leading the charge in creating a future where airports are not just gateways to the skies but destinations in their own right.