The San Francisco International Airport (IATA code: SFO) has a new logo. According to the facility’s management, the fresh design highlights SFO’s ongoing commitment to modernization and maintaining exceptional passenger traffic, while also reflecting the rich history and innovative spirit of the city.
Launched in 1927, SFO, with an annual passenger traffic of 50 million, is the largest air hub in the San Francisco Bay Area and the 12th busiest in the United States. The current identity change is the airport’s first rebranding in almost 25 years, which, as the company states, was preceded by a two-year development process that included market research and idea generation.
According to Airport Director Ivan C. Satero, the identity refresh is an important milestone in SFO’s history, reflecting significant shifts in its operations. Just like the previous emblem, which connected with the first two decades of the 21st century, the redesigned visual identity symbolizes the airport’s commitment to innovation and sophistication, creating new experiences for passengers while prioritizing environmental care.
The old logo, introduced in November 1999, featured a dark blue field with two white arcs symbolizing flight routes. Though it remained generally the same for 25 years, this design underwent several modifications. The latest version, in use since 2008, included the airport’s full name in a three-line wordmark. This graphic structure has become outdated and overly complex, considering modern logo design trends.
In contrast, the new brand signature is a true example of contemporary graphic design. The emblem features the SFO acronym, designed with unconventional letterforms in a bright blue color that expresses “the spirit of our rich history, the dynamism of the present, and the unlimited opportunities of the future,” according to the company.
The logo is based on the brand’s Digital First concept and, unlike the previous one, offers a flexible design. The acronym showcases simplicity and refinement: the “S” features sleek curves and carefully considered proportions, while the “F” is distinguished by a separated upper horizontal stroke resembling an airplane wing. Additionally, the “O,” representing a continuous roundel, may contain different images or photos depending on the application context, reflecting “the people and projects that make us who we are,” as the press release states.
Typography-wise, the company has chosen the Gotham font for printed materials and Montserrat for online texts. These two interrelated geometric typefaces are popular for their clarity and free licensing. Montserrat is also used for the inscription “San Francisco International Airport” in the extended version of the SFO logo.
The new visual identity will be gradually implemented over the next couple of years. Initially, digital materials are prioritized, followed by physical items such as uniforms, vehicles, and printed materials. Later on, the design will appear in major construction and investment projects.
Overall, SFO’s rebranding is a sensible and well-executed solution. The new logo is simpler, more compact, and easier to adapt to various contexts and sub-brands, if needed. It is also more aesthetically relevant to the present. Unlike its predecessor, this emblem is quite universal and could, for instance, serve as a logo for a sci-fi channel. However, it remains comprehensible within its intended context.
