Bay Area Host Committee Introduces New Brand Identity to Unite the Bay Through Sport

Brand System Inspired by Connections of Bay Area Bridges and Teams

February 22, 2024: The Bay Area Host Committee (BAHC) today introduced a new brand design and creative campaign that showcases the connection and strength of Bay Area communities, reflecting the BAHC’s mission to unite the Bay through sport. The design will help create awareness, secure world-class sporting events, raise revenue, and establish the BAHC as an authority in sports and entertainment. San Francisco–based design and storytelling firm Godfrey Dadich Partners (GDP) teamed up with the BAHC to develop the brand strategy, design system, and marketing efforts.

“The brand system communicates the connectivity, strength, and staying power of the Bay and the BAHC,” said Bay Area Host Committee president and CEO Zaileen Janmohamed. “We’re committed to bringing sustainable, positive economic and societal impact to the Bay through major sporting events, and our branding will increase our presence and marketing effectiveness.”

The BAHC board is comprised of leaders from Bay FC, the Golden State Warriors, the San Francisco 49ers, the San Francisco Giants, the San Jose Earthquakes and the San Jose Sharks. Upcoming marquee events that the BAHC was instrumental in securing include the 2025 NBA All-Star Game, Super Bowl LX, and the FIFA World Cup™ in 2026.

The BAHC branding and creative will appear on the BAHC’s updated website, throughout digital media channels, team venue signage, downtown and local transit placement, and destination organization channels.

The goal was to develop a brand identity that is unique, stokes enthusiasm, welcomes a wide range of audiences, tells a clear story, is easy to support, and has longevity. To inform the design direction, the GDP team considered the Bay Area’s diversity, pioneering spirit, and geographic beauty, as well as the breadth of professional and semi-pro athletic teams, fitness and sports-minded citizens, culture, business, and superior infrastructure, including state-of-the art stadiums and arenas.

Logo
Bringing together nine counties, the Bay Area truly embodies the phrase, “the whole is greater than the sum of its parts.” As a collection of communities, the connectedness makes it a dynamic “host with the most.” GDP looked to the many Bay Area bridges—engineering marvels that physically connect the communities—as a metaphor for the logo. The eight major bridges selected are the inspiration for the visual backbone of the logo system: the BAHC Fan—at once a nod to the loyal fans and a visual expression of the passion and energy that unites all corners of the Bay Area around sports. The logo system includes monogram and nameplate versions, in addition to a sponsor/partner version to showcase the allies in this venture. The mark was built to move with a “cursor effect” hinting at the Bay Area’s history of innovation. You can see that here and here.

Colors
The brand system colors reflect local teams and the passion the communities already have for them. The net result is a dynamic and bold color identity, uniquely tied to the Bay Area sports world. GDP brought together the team palettes and chose the most distinctive colors from each—Warriors royal blue; Giants orange; 49ers red; Sharks teal, Quakes blue, and BayFC poppy. GDP expanded these core colors into a range of hues and values. The identity for the BAHC alone is black and white. It is striking and sophisticated, and provides a distinctive foundation upon which to build the specific team- and event-related communications using the full brand palette.

Typography
The letters within the logos—and the brand typography as a whole—are informed by traditional sports typography, which is predominantly chunky and condensed (readable at a distance while allowing for long names). The chosen typeface is Owners from MKCL Type Foundry, which was inspired by hand-drawn environmental signage, with letters that vary in width depending on the space available. The letters are less square than the standard “athletic” typefaces, giving the brand a handcrafted quality while keeping it firmly ensconced in the world of sports.

The creative direction hopes to…
Build pride: The BAHC is creating unique opportunities to be part of the Bay Area’s legacy.
Connect communities: The BAHC is bringing local communities and fans together across all backgrounds and interests through some of the largest sporting events in the world.
Reenergize the Bay: The BAHC is strengthening the Bay Area’s global perception and driving the region’s revitalization through the power of sport.

About the BAHC:
The Bay Area Host Committee (BAHC) operates under a single mission: to unite the Bay Area through sport by building pride, connecting communities, and reenergizing the entire region.

With support from the area’s preeminent leaders and professional sports teams—including Bay FC, the Golden State Warriors, the San Francisco 49ers, the San Francisco Giants, the San Jose Earthquakes, the San Jose Sharks, and a new WNBA team—the BAHC is bringing the best to the Bay while celebrating the diversity, innovation, and fandom that make the region unique.

The BAHC is proud to contribute to the Bay Area’s legacy by hosting legendary athletes, world-class sporting events, and global fan bases in the region’s most iconic venues—and is ready to show the world what the Bay is made of.

About Godfrey Dadich Partners:
Godfrey Dadich Partners (GDP) brings together the best of strategy, design, product, and journalism to build story-driven brands. From documentary films and longform narratives to brand strategies and creative campaigns, GDP helps brands, organizations, and movements tell better stories. GDP was founded in February 2017 and is led by co-founder and CEO Scott Dadich. Godfrey Dadich Partners is a part of the kyu Collective.