The new branding was developed after extensive research and development by Miles Partnership and Destination Analysts, in partnership with San Francisco Travel.

“We wanted to be sure that our brand was reflective of the destination, that it was contemporary and understood by a global audience. And that it reminded people of the promise of San Francisco,” said San Francisco Travel Executive Vice President and Chief Marketing Officer Howard Pickett.  “We started at home, interviewing members of San Francisco’s hospitality industry, our own advisory boards, local residents, and San Francisco Travel staff.  We conducted focus groups with travelers and meeting planners, both here and abroad.  We monitored social media, analyzing trends, preconceptions, and misconceptions.”

Online Brand Guidelines​​​​​​​