I🖤SF is a grassroots movement to spread San Francisco positivity.
A single wordmark wasn’t enough to capture San Francisco’s full character. The result, a twelve-part logo series of various letterforms to illustrate the city’s many charms.
“I love living in San Francisco. Like any city, SF faces complex issues, however, unlike any city, San Francisco is hella special.”
The artist, Morgan Prenger, is essentially a nobody. No prestigious awards or accolades. No discernible footprint in the Bay Area—hell, she’s not even native!
Morgan Prenger is 1 of ~808,000 residents. A single voice reclaiming her perspective of the city where she calls home. She is not alone.
Inspired by Milton Glaser’s iconic I❤️NY logo that rallied a downcast New York City in the 1970s, I🖤SF aims to capture that same spirit: resilience.
Milton Glaser, American Graphic Designer
NYC, 1970s. Credit: The Wall Street Journal