SFMTA will soon have new logo — but design won’t cost any extra

| May 24, 2012
This is one of many designs submitted to the SFMTA for consideration for its new logo. - COURTESY PHOTO
  • Courtesy photo
  • This is one of many designs submitted to the SFMTA for consideration for its new logo.

The City’s transportation agency will soon have a new corporate logo, and even though maps, business cards, publications and vehicle exteriors will have to be replaced or altered, the change isn’t projected to cost any extra money.

To coincide with the 100th anniversary of Muni, the San Francisco Municipal Transportation Agency has reached out to residents to help it redesign its logo.

“As the agency enters its second century of operation, we are working with the people of San Francisco to develop a corporate brand that embraces our multimodal transportation network,” said Paul Rose, SFMTA spokesman.

“We are not just responsible for buses, streetcars and cable cars anymore,” Rose said, referring to a voter-backed measure in 1999 that consolidated local transportation operations, the SFMTA is in charge of local transit, traffic, bike, pedestrian and taxicab policies.

The agency has received dozens of potential logo and slogan proposals, and it will make a decision on the new look by next month, Rose said. The current logo is a simple block-letter design, with the “SF” in the title shaded in red and the remaining letters in white. Muni’s eponymous logo — referred to as “the worm” for its flowing blend of letters — will remain the same, Rose said.

Rose said the agency doesn’t expect to incur any extra costs for the change. The electronic and paper documents can be updated in-house without a strain on the budget. The updated logo will be added to vehicles when they are brought in for routine repainting and rehabilitation work. New vehicles will arrive with the fresh logo, Rose said.

wreisman@sfexaminer.com

Correction: This article was corrected May 29, 2012. An earlier version of this article incorrectly stated that the SFMTA logo's name by which it is referred. The logo is referred to as "the worm."

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