Union Square brand identity
Union Square is the vibrant heart of San Francisco and an international destination where visitors come to enjoy exceptional retail experiences, luxury hotels, world-class cultural institutions, and great public spaces found only in the City by the Bay.
A new brand was designed to match the lively energy of the environment. The unique people, businesses and experiences were the inspiration behind the identity. A vibrant color palette, paired with classic and quirky font families, and graphic elements, set the stage for an adaptive brand that can continue to evolve as the Square emerges into its next chapter.
The logo, meant to represent Union Square being a gathering place for a diverse set of people, pairs together Avenir Next and Magnat Head. To contrast the playfulness of Magnat, Avenir is used for the word UNION. This allows for a more serious, and trusted tone, while the bold, even characteristics of the font allow for the letters to have pops of color without losing legibility.
The main star of the identity is Magnat. The swooping tail of the Q and the funky leg of the R give the logo extra character. With an extensive family – including text, head and poster weights – the typeface can flex from sophisticated to spunky, and has just the right balance of classic and whimsy to represent a unique place such as San Francisco’s Union Square.
