San Francisco airport unveils new logo & brand identity, BA News, BA

San Francisco International Airport (SFO) has unveiled a new logo and brand identity, replacing its 24-year-old “flight lines” logo. This rebranding signifies SFO’s commitment to modernization and providing a top-notch passenger experience, while also paying homage to the city’s history and spirit of innovation.

“We are thrilled to introduce our fresh brand and logo, which mirror the transformative changes taking place at SFO,” stated Ivar C. Satero, Airport Director. “Similar to how our old logo represented a specific era, this new design highlights our focus on creating an airport experience that prioritizes both people and the planet.”

The new logo is rich in symbolism: the fluid curve of the “S” symbolizes movement, the “F” resembles a wing, and the “O” suggests a portal, symbolizing SFO’s past significance, current dynamism, and future potential. The primary color, named “SFO Golden Hour Blue,” pays tribute to the airport’s history while embracing a brighter, more dynamic future. The design aligns with SFO’s new vision—Inspiring the Extraordinary—and mission—Delivering an airport experience where people and our planet come first.
At its core, SFO’s rebranding underscores its dedication to people—travelers, the local community, and airport personnel. The new logo is versatile, allowing for special-themed variations that reflect the diverse individuals and initiatives essential to SFO’s identity.The rebranding process, which lasted 18 months, included thorough market research and creative development. The new logo is designed for digital use, ensuring adaptability across various devices and screen sizes. The font is easy to read and accessible, providing the versatility needed to adapt to different messages and contexts.

The implementation of the new brand identity will take place over several years. Digital platforms will be the first to showcase the new logo, followed by gradual updates to physical items such as uniforms, buses, and signage as part of ongoing construction and capital projects.