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What makes San Francisco uniquely San Francisco? SF Heritage has been committed to answering that question, and ensuring that San Francisco keeps its unique character, for over 40 years. The organization preserves the city’s distinctive physical and cultural identity through advocacy and educational programs, preservation projects, community celebrations, historical tours and venue rentals. Its latest initiative, Legacy Bars and Restaurants, encourages the public to enjoy San Francisco’s oldest eateries. In a constantly changing community, this nonprofit’s efforts continue to be relevant and vibrant, but its branding was too narrowly focused on a single type of architecture, and it looked the quarter-of-a-century old that it was. SF-based Chen Design Associates came to the rescue with a new logo identity for SF Heritage and complementary logos for Legacy Bars and Restaurants and the Haas-Lilienthal House. Designers also created a business identity system, a redesigned Heritage News publication, and suite of related collateral. “The new branding speaks volumes—that we are growing and evolving,” says Mike Buhler, executive director of SF Heritage. “Our work intrinsically looks to the past but our organization is also looking forward to the future. The perception of our entire organization has been transformed.”

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