San Francisco Has a Controversial New Slogan. What Do You Think of it?

It’s no secret that many media accounts of San Francisco focus on homelessness, crime, car break-ins, filth, and other inflammatory topics.

Here at the Bay Area Telegraph, we’ve never been big believers in the Doom Loop narrative. Yes, there are parts of the city that have challenges, but the majority of San Francisco is still a wonderful place to visit.

That said, city leaders have recognized that San Francisco could use an update to its image. To that end, they’ve chosen a new official slogan for San Francisco. Read on to find out what it is, and share your thoughts.

What we call San Francisco

For over a century, San Francisco has accumulated all kinds of unofficial slogans; “The City by the Bay,” “Fog City,” and many others stand out.

People from out of town often call it “San Fran,” to the consternation of locals. The new slogan is part of a $4 million advertising campaign to revitalize the city’s image. So, what did they choose?

The new slogan

San Francisco’s new slogan is “It All Starts Here,” according to reports.

Credit: GSPSF

The slogan emphasizes several things about the city, like how its startup culture has led to the creation of companies like Uber and Twitter, as well as ones like Google, headquartered in nearby Silicon Valley. The slogan comes from Advance SF and Rich Silverstein of the San Francisco ad agency Goodby, Silverstein & Partners.

The slogan also emphasizes how cultural trends tend to start in San Francisco. Depending on where one stands, this could be a good or bad thing.

The city has given birth to the Summer of Love, associated hippie protest movements, as well as more modern protests that can be controversial.

It’s also given rise to plenty of more innocuous trends, like avocado toast.

Not everyone is happy about the new slogan, though. Some people criticize the fact that it glosses over the city’s substantial problems. Certain groups wanted a slogan that emphasizes how San Francisco will recover from challenges like homelessness, instead of glorifying the city.

We disagree. Despite San Francisco’s challenges, it’s still an amazing place to live and visit, and we’re glad that the new slogan emphasizes that.

Share Your Thoughts

What do you think of the new slogan? Let us know in the comments section below, and we’ll share your responses.

Thomas Smith

Thomas Smith is a food and travel photographer and writer based in the San Francisco Bay Area. His photographic work routinely appears in publications including Food and Wine, Conde Nast Traveler, and the New York Times and his writing appears in IEEE Spectrum, SFGate, the Bold Italic and more. Smith holds a degree in Cognitive Science (Neuroscience) and Anthropology from the Johns Hopkins University.


  1. Seriously? That’s the city’s focus? A $4 million advertising campaign? San Francisco should have spent the $4 million cleaning up its homelessness, crime, car break-Ins and filth — not creating a PR campaign. This is exactly why it remains the laughingstock of California.

  2. It’s stupid. Sounds like some idiot on Madison Avenue came up with it. I propose;
    “Where Admins are Idiots”!

Leave a Reply

Back to top button