The original name of the site was "San Francisco New Contemporary Art." The name was switched to "San Francisco Art and Visual Culture" to more accurately describe the content of the site.
People were interested in art, but did not have an urgency to see new contemporary art. The term "Visual Culture" is more inline with people wanting to have an experience and see art.
The first logo was a word mark that had a strong association to heavy metal, please see Behance project "UX Design - SFNCA". The current SFAVC logo is much simpler and designed with keeping the need to have a logo that could be used as a profile picture in various social media contexts.
The adjacent image is a mascot of sorts for SFAVC, an all seeing eye happy to be taking a selfie with the hands signs for "right on" and "happy."