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You’ve seen the distinctive four-sided symbol on buildings, bridges and beneath your feet along the River Walk. It’s part of the lore of a city
flavored by a whole world of cultures. We’re embracing this four-sided shape as the heart of a reinvigorated San Antonio. It stands for People,
Pride, Passion and Promise. So look around you. It’s everywhere. Look inside yourself. You’ll feel it there too. Deep. In the Heart.
The New Brand of Our Destination
The Quatrefoil
The essence of the San Antonio brand is expressed in a new logo,
based on the “quatrefoil,” generally, a four-lobed geometric shape. Its
origins combine world lore, legend and legacy in much the same way as
San Antonio itself. Historically, structurally, symbolically, spiritually
and artistically, the shape carries significance and meaning. It is most
recognized as the shape of the four-leaf clover. According to legend, each
leaflet of the four-leaf clover represents a specific area of good fortune
for the finder: hope, faith, love and luck. By adopting the quatrefoil as
the shape of the San Antonio brand, we honor the four specific pillars
of the brand: People, Pride, Passion and Promise.
PEOPLE
The people of San Antonio embody the power and spirit of the city. Family
legacy, personal roots, the embrace of cultures, a community of artists, a
smile extended to a stranger … this is a story about people, and humanity
of the most powerful and welcoming kind.
P RIDE
It’s the feeling that is bestowed on every guest and on every citizen. From
all ages and walks of life, whether at a gallery opening or in the stands
of a sports arena, pride finds a personal and public place throughout the
very fiber of the city. Drawn from a deep-rooted history and fueled by the
progress of tomorrow, pride prevails.
P ASSIO N
Whether artist, server, chef, valet, restaurateur, golf pro, or local merchant,
the people of San Antonio show passion for what they do, and the roles
they play in the city. Their passion is not only evident, but also taken in
by every guest who visits San Antonio, and taken away like an intangible
souvenir, long remembered and highly treasured.
P RO MISE
What lies beyond each bend of the river? What lies just over the graceful
arch of a bridge? What lies past a courtyard gate, through a carved Mission
door? Promise. Promise of adventure, of knowledge, of welcome, of
intrigue, of reward. Every day, with the constant flow of the river, visitors
embrace the promise of an authentic experience on every level. Citizens are
enveloped in, and invigorated by, the promise of a future that flows from
the river and beyond, and the positive shape of new things to come.