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Creative studio Dnco has worked with the City of San Francisco and a number of business leaders to create a new identity for the Californian city. The project was conceived in response to the exodus from business hubs – among them downtown San Francisco – since the rise of work-from-anywhere setups.
The logotype sees the two As in San Francisco blended into one diagonal upward stroke, which is designed to signal progress while also referencing the city’s famously hilly topography. The sloping lines have been carried through to a range of animated patterns and framing devices used across the identity.