Branding Resources

About the Logo

The County's logo reflects who we are and what we value.

A few years ago, the County reimagined its General Management System, an operational approach to planning and decision-making. The updated General Management System put community engagement at the center of everything the County does. As part of that process and understanding that a brand is a promise to the public about what they can expect when they engage with us, we looked to develop a symbol of that commitment to two-way communication and a reflection of the region we were building in collaboration with the community.

The logo was created through community input, it was selected from more than 100 options by hundreds of people representing more than 150 diverse sectors including education, healthcare, private business, our own employees and many others. They told us clearly what they valued and what images, colors and ideas spoke to them most: collaboration, connection, community, diversity, sunshine, beaches, and mountains.

The input supports the values at the center of the County of San Diego's reimagined General Management System. Combine these themes with our drive to create the type of meaningful two-way communication that results in the best policies and programs, and it is easy to see why we knew our logo should reflect these values and priorities.

The logo is meant to complement the County seal which has been in use since 1937. The County seal will continue to be used for formal official communications documents such as the San Diego County Charter, Board of Supervisors policies, County proclamations and other documents where the official seal is necessary or more appropriate.

The blue sky and curved ocean waves represent open space, peace, and tranquility, but also trust and responsibility.
The orange shoreline wraps around the building to symbolize security, optimism, and new energy.
Green represents local agriculture, growth, self-sufficiency, economic vitality, and sustainability.
The County Administration Center represents the many programs and services provided by the County.
The surrounding elements reflect the County's rich, natural and welcoming environment of sea, sand, mountains, and greenery.
The soaring seagull symbolizes freedom, fearlessness, resourcefulness, and the quest for innovation.
The foundation of green arched rays represent hope, opportunity, equality, and the five supervisorial districts.