SFHSA unveils new brand identity and proposes renaming a department to clarify services

Communications Director Chandra Johnson presented a new unified brand and visual identity for the San Francisco Human Services Agency (SFHSA) on behalf of the Department of Disability and Aging Services (DOS). The presentation included a refreshed logo inspired by the 'Family of Man' public artwork at 170 Otis Street, a written mission, unified values that explicitly include advancing racial equity, and the tagline "With you on life's journey." The launch was scheduled for Nov. 16.

Johnson described research and focus groups involving staff, clients and partners that guided the rebrand. The design system emphasizes accessibility (high-contrast palette, readable typography), inclusion (language and format accessibility), and a motif of colorful shapes representing the city’s diversity. Visual applications—letterhead, templates, social-media mock-ups and sample campaigns—were shown as part of the rollout plan.

A notable administrative change presented was a proposed name change for the Department of Human Services to the Department of Benefits and Family Support, meant to clarify the department’s role in public benefits and family supports. Johnson said the mayor had signed off on the name change in the days before the meeting. Commissioners and the executive director commended the clarity and community focus of the new identity and encouraged coordinating launch work with arts and community partners.

The commission did not take a separate vote on the brand presentation (it was informational), but staff said the new identity will be rolled out to websites, social channels, partner toolkits and staff materials; departments will receive implementation guidance and design toolkits.