2.10.2013 Stapley-Hildebrand

San Francisco Chamber unveils new logo and brand identity.

The San Francisco Chamber of Commerce today unveiled a new logo and brand identity to better reflect San Francisco's unique and innovative business community. The new branding strategy amplifies the Chamber's vision, and will be integrated into a comprehensive new website and across all Chamber platforms and publications in the months ahead.


The Chamber's vision and brand identity is centered on the principles that matter most to San Francisco's business community and the economy - connectivity, innovation and collective action. The Chamber's new logo, created by celebrated San Francisco designer Primo Angeli with Stapley-Hildebrand, depicts these principles through a mosaic of icons symbolizing the city's distinctive and diverse business landscape. The bold and vibrant mosaic forms a sequence of "C's" denoting the Chamber of Commerce, and eliciting the notions of "city" and "community." The new tagline - "Our City. Your Business." - accompanies the logo conveying the Chamber's two-pronged mission to serve the interests of business and San Francisco.


The SF Chamber's new logo and tagline are the outcome of a strategic branding initiative led by the Chamber's Board of Directors, President & CEO Bob Linscheid, staff and members to modernize the organization's profile and emphasize the vibrancy of its membership. The project included strategic planning, market research, branding and other areas of focus. The efforts were supported by representatives from member companies including: PhilippeBecker, MacKenzie Communications, Stapley-Hildebrand, Gumas Advertising, BeyondPix Studios, Q&A Research Inc., the San Francisco Giants, Dignity Health and several other organizations.


The SF Chamber was advised on its brand identity by worldwide design icon Primo Angeli and his San Francisco-based agency partner Stapley-Hildebrand. The design team has received accolades for its work with local and global brands including the Asian Art Museum, Ben & Jerry's, Boudin Bakery, Coca-Cola, Guinness, Hyatt Hotels, Molinari & Sons, the Golden Gate Bridge 50th Anniversary Celebration and many others. The San Francisco Chronicle recently declared Primo Angeli "S.F.'s poster boy" in recognition of his acclaimed packaging and poster design in the Bay Area for the past 30 years.