San Francisco's Civic Center needed a better reflection of their thriving community. We helped Them shine.


San Francisco Civic Center logo animation
Branding a San Francisco neighborhood revival
The city needed a new brand identity to help ignite excitement among its constituents and inspire a collaborative pursuit of fulfilling its goal of renewed vibrancy and dynamic public engagement for the neighborhood.
Outside San Francisco City Hall with crowd in front
Capturing the heart of the city in a mark
Centrally located in the city, this grand civic space is home to iconic cultural institutions like the opera, the symphony, and the ballet, as well as vibrant restaurants and nightclubs - all anchored by the magnificent architecture of San Francisco City Hall.
San Francisco Civic Center logo on women's t-shirt outdoors
San Francisco Civic Center business card design
San Francisco Civic Center website on computer
San Francisco Civic Center Instagram with City Hall image on red background
Radiating a renewed civic vitality
Inspired by the floor patterns at the City Hall rotunda, the dynamic lines radiating from two concentric C’s suggest the vibrancy of a neighborhood located in the center of the city. The multiple shapes emanating from the center suggest a public gathering space. The palette nods to another SF icon, the Golden Gate bridge, while the form is open, welcoming, and modern.
Inside floor of San Francisco City Hall

Photo by Almonroth

Special emphasis was given to a highly functional and adaptable single color white version of the identity, knowing it will often be applied to different colored surfaces throughout the city.
San Francisco Civic Center red water bottle with logo
Blue and green San Francisco Civic Center street pole banners with white logo
Orange San Francisco Civic Center city trucks with logo
San Francisco Civic Center collection of white logos on color blocks

Project Scope

Research & Insights
Strategy & Positioning
Identity Design & Development

Identity Systems
Creative / Art Direction