Clarendon School sits atop Mount Sutro in San Francisco with views of Sutro Tower, a cult icon, that can be seen from everywhere in the Bay Area.

We used the tower as a key element of the logotype we designed for the school. A portion of the tower is generally obscured by fog.

In the case of the logo, the fog created a nice negative space for the type to live. The green bumps represent the cloud forest on Mount Sutro. The school utilized the logo for shirts, water bottles and all sorts of merchandise to generate funds for materials and to pay additional teachers for art, music and physical education programs.

Services: Creative Direction / Design
Client: San Francisco USD / Clarendon School