S.F. Chamber of Commerce Gets New Look for ‘New Day’

By Andrew S. Ross (column excerpts). Oct 02, 2013. Reprinted from the San Francisco Chronicle.


Curtain raised: Here’s the San Francisco Chamber of Commerce’s new logo, unveiled Tuesday, “to better reflect San Francisco’s unique and innovative business community.”

As mentioned in my Sunday column (, it’s part of the chamber’s major rebranding and updated mission “to more deeply connect the business community, build consensus on major issues and rally behind sustained economic growth.”

The logo was created by San Francisco designer Primo Angeli—”S.F.’s poster boy” of packaging and poster design, according to The Chronicle—with an assist from package designer Stapley-Hildebrand.

Whatever one thinks of the aesthetic, kudos to the chamber for stepping outside the box.

Andrew S. Ross is a San Francisco Chronicle columnist. E-mail: Blog: Facebook: Twitter: @andrewsross