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New Look, New Vision for the San Francisco Human Services Agency

Our new cohesive brand identity reflects our values and makes our services more recognizable and accessible to the communities we proudly serve.

On November 16, SFHSA unveiled a new brand that reaffirms our three City Departments' unified purpose to serve San Francisco by establishing a visual identity and updated mission and vision that speaks to our strategic direction and actions. What we have now is a new look and voice that makes it easier for people to work with us, understand how our services are connected, and see our Agency as representative of the City. Watch for our new logo rolling out on SFHSA communications and within our client service centers.

The story behind SFHSA's new visual identity

Our brand video explores the design inspiration behind SFHSA’s new look.

Rooted in history

Our new logo is inspired by the sculpture that graces the courtyard wall of SFHSA’s 170 Otis Street service center.

Commissioned by the City, the sculpture represents our shared humanity and the vital importance of social services in our society. This public artwork has welcomed our employees and generations of families through our doors since the building opened in the 1970s.  

A cohesive identity

Our Department logos were redesigned to be consistent with the SFHSA logo.

Through our new look, we are creating a greater understanding that receiving support for any one of our Departments opens the door to all the essential programs and services available across SFHSA. Whether you turn to us for food, employment, parenting support, or thriving in older adulthood, we are with you on life’s journey, San Francisco.

A color palette drawn from City sites

Our new color palette is inspired by the iconic sites of San Francisco—Ocean Beach Blue, Golden Gate Red, Panhandle Green, and Karl the Fog Gray.

A reflection of our diverse districts

Like the patchwork of a beautiful quilt, the shapes and patterns of the design motifs in our new look represent the intersection of the diverse districts, languages, traditions, and cultures that come together to make San Francisco beloved around the world.