San Francisco Chamber Unveils New Look
This fall, the San Francisco Chamber of Commerce unveiled a bold new look and brand identity. Thanks to the talent of San Francisco’s world-renowned designer Primo Angeli and brand agency Stapley-Hildebrand, the chamber’s new look reflects the city’s unique and innovative business community.
“Over the past 160 years, this organization has evolved to serve San Francisco’s business community, which is the leading force of entrepreneurialism, invention and collaboration across the globe,” said San Francisco Chamber of Commerce President & CEO Bob Linscheid. “Our vision is to foster and bolster these ideals, driving business and economic success. Our new look and feel celebrates the attributes that make us unique and pays tribute to the many industries that support our city’s economic prosperity.”
Developing the logo and identity involved a study of the chamber, its work, and its service to the community. In fact, the chamber’s new tagline—“Our City. Your Business.”—conveys the chamber’s two-pronged mission to serve the interests of business and San Francisco. Commenting on the logo, Angeli said “the ‘C’ is for City, Chamber and Community.” Angeli, who has led the branding for major companies such as DHL Worldwide, Ben & Jerry’s, Coca-Cola and Nestle, said: “Captured within the illustrative 'C,' we see a tapestry of people, business and landmarks, emphasizing the productive personality of the city and the rich visual landscape in which it thrives. The smaller 'C' connects individual people to a larger discourse of networking opportunities, culture and experiences.”