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New Logo for The City of San Diego by Elevator



Noted Feb. 3, 2016 by Armin

Industry / Destinations Tags /


“The City of San Diego was rated the fifth-best place to live in the United States in by MONEY Magazine in 2006. San Diego is renowned for its idyllic climate, 70 miles of pristine beaches and a dazzling array of world-class family attractions. Popular attractions include the world-famous San Diego Zoo and Wild Animal Park, Sea World San Diego and LEGOLAND California. Balboa Park, the largest urban cultural park in the U.S., is home to 15 museums, numerous art galleries, beautiful gardens, the Tony Award-winning The Globe Theatres and the world-famous San Diego Zoo. The city of San Diego lies in the southwest corner of California, 120 miles (193 km) south of the city of Los Angeles and 20 miles (32 km) north of Tijuana, Baja California, Mexico. Elevation ranges from sea level to 1,591 feet. The City’s 1.38 million residents make it the eighth largest city in the country and the second largest in California. Yet San Diego has a comfortable, small town atmosphere.”

Design by

Elevator (San Diego, CA)

Related links

San Diego visual style guide

Relevant quote
The logo is at the core of the City’s values. The “O” represents a central point of origin, a rally point for all residents to share in common. The “Sails” wrapping around the “O” symbolize the geography and amenities that only San Diego can offer the community.

San Diego visual style guide

Images (opinion after)
New Logo for The City of San Diego by Elevator
Logo detail.
New Logo for The City of San Diego by Elevator
Shorthand version.
New Logo for The City of San Diego by Elevator
New Logo for The City of San Diego by Elevator

The old logo relied on the city's seal which rarely makes for a good marketing logo so the seal has gone back to being the seal and the city is introducing a new logo that aims to capture the sea-side vibe of San Diego. Mainly, it's the color palette that successfully does this as the swooshes around the "O" don't quite convey the "geography and amenities" of San Diego. It looks like it could be a logo for a caribbean resort, a caribbean cruise, or an aquarium, not necessarily a city. The wordmark is typeset in the unappealing Sifonn font — unless wonky "S"s and disproportionate "E"s are your cup of tea — and complemented with a pitch-black serif font that has nothing to do with anything else. If there is anything positive to say about the logo it's that the sails can adapt to the "O" as well as the "D" when the logo goes with its shorthand version, but other than that, this doesn't feel like the most flattering logo San Diego could have.

Thanks to Alan Smithee for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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