SFO Airport Changed Its Logo After 24 Years, And Locals Are Mad

Photo byBay Area Telegraph

After an intensive, 18-month process, San Francisco International Airport (SFO) has launched a new logo.

The airport’s long-standing “flight lines” logo that has been in use for 24 years. This change underscores the airport’s commitment to modernization and enhancing the passenger experience, while celebrating the city’s rich history and innovative spirit, according to a press release.

Here’s the old logo:

Photo bySFO

“We are excited to introduce our new brand and logo, which reflects the exciting changes happening at SFO,” said Ivar C. Satero, Airport Director. “Much like our old logo marked a period of time in the early 21st century, the new logo shows our commitment to deliver an airport experience where people and our planet come first.”

The new logo features a fluid design, with elements representing the rich history, current dynamism, and future possibilities of SFO.

The primary color, named SFO Golden Hour Blue, pays homage to the past while evolving into a brighter, more vibrant shade. The logo aligns with SFO’s new vision, “Inspiring the Extraordinary,” and mission, “Delivering an airport experience where people and our planet come first.”

Want to see it? Drum roll please…

Here’s the new logo:

Photo bySFO

The implementation of the new logo will occur over several years. Initially, it will be prioritized for digital platforms, followed by updates to uniforms, buses, and print materials. Eventually, the logo will be incorporated into larger construction and capital projects.

Not everyone is happy. On an online forum, locals expressed their feelings about the new SFO logo.

“The old logo was classy, lines that evoked the air currents involved in jet travel,” one user wrote. “The new logo is atrocious, it’s not even readable.”

“Looks like something out of 1983 or so,” another user said.

In another discussion, a user from South San Francisco wrote “Don’t like it, don’t hate it. It’s just… there.”

Some users had praise for the new design, though. One wrote “I’ll be the one: I like it. To me, the old logo felt corporate-boring and really could’ve been used in any city just the same. This one has a very classically cool vibe and I think that reflects San Francisco’s character.”

As many designers know, brand redesigns often provoke anger from users. Adjusting to a new design takes time, and people often have emotional feelings about old logo. It’s likely that the same emotional connection is coming through in these strong responses.

What do you think? Do you like or hate the new SFO logo? Let us know in the comments below or join the discussion happening now on our Facebook page.