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SFO Mission, Core Values, & Brand Position

SFO Mission

SFO's mission is to provide an exceptional airport in service to our communities. The use of the SFO brand should demonstrate that mission.

SFO Core Values

SFO's core values reflect the mission statement and key aspects of the desired customer experience at SFO. They include:

  • Safety and security is our first priority
  • We are one team
  • We treat everyone with respect
  • We communicate fully and help one another
  • We strive to be the best
  • We are innovative
  • We are open to new ideas
  • We are committed to SFO being a great place to work for all employees
  • We are each responsible for the Airport’s success
  • We take pride in SFO and in our accomplishments

SFO Brand Position

SFO constantly strives to position itself as one of the most innovative airports in the world. All communications pieces should constantly be reinforcing this position through design, graphics, copy and logo usage. One or more of the core values of Quality, Innovation and Collaboration should be emphasized in all communications.