US City Branding

In the US City Branding project, the goal was to establish a brand guide for a city. I chose to create a brand for San Francisco, CA. Instead of using the Golden Gate Bridge for my logo, I decided to showcase Chinatown. With the Chinese American population being the largest single-minority in the city, I felt their impact to the city is important. I created a combination logo with the glyph being a Chinese lantern. The colors are multi-faceted. Red is a color of good luck in Chinese culture, and it is the color of the Golden Gate Bridge. Gold/yellow is a color of wealth, and San Francisco was born due to the Gold Rush of 1849. The typeface I chose for the logo is angular and hilly similar to the streets of San Francisco.