San Francisco Public Works Unveils New Brand Identity
For immediate release: Oct. 3, 2014
Contact: Rachel Gordon, 415-554-6045
SAN FRANCISCO PUBLIC WORKS UNVEILS NEW BRAND IDENTITY
Logo, designed by lowercase productions, reflects breadth of agency’s work scope
San Francisco, CA – Public Works unveiled a new brand identity today to reflect the 21st-century mission of one of the City’s oldest municipal agencies.
“We take great pride in the work we do to serve San Francisco, and we have a new symbol that represents everything we do to serve the public in a clear and dynamic way,” said San Francisco Public Works Director Mohammed Nuru. “We aimed to emphasize the two meaningful words in our name: public and works. And we wanted to highlight the work we do by making “Works” bolder and showing our people in action.”
Our new brand identity was designed pro bono by lowercase productions, a local graphic communications and branding firm. The lowercase productions team, lead by owner David Schellinger and designer Sarah Katsikas, strove to capture the essence of the agency’s work.
"One of the key goals in the rebranding and messaging effort was to get away from the old acronym-approach to the name and the way people talk about the agency, and refocus on how the ‘public works’ together to build and maintain one of the most beautiful cities on earth," Schellinger said.
The rollout of the new blue and white identity and collateral pieces will be phased in over time. The costs to make the change are expected to be minimal. Electronic and paper documents will be updated in-house. The fresh design will be added as new equipment and materials, such as safety vests, construction signs and trucks, are ordered.
About San Francisco Public Works: The 24/7 City agency cleans and resurfaces streets; plants and nurtures City-maintained street trees; designs, constructs and maintains City-owned facilities; inspects streets and sidewalks; builds curb ramps; eradicates graffiti; partners with neighborhoods; trains people for jobs; greens the right of way; and educates our communities.
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