League One Volleyball’s Bay Area team has a new name, a new identity and a founding creative partner. The club officially unveiled its permanent identity as the San Francisco Signal, a name designed to reflect the Bay Area’s history as a place where ideas gain momentum, communities rally and movements travel far beyond where they begin.
The identity was developed in partnership with award-winning global creative company 72andSunny, which has joined the team as a Founding Partner.
On the court, a signal represents communication, trust and the split-second decisions that bring six athletes together around one goal. Off the court, it reflects the belief that one idea, carried by a community, can grow into something much larger. Together, those meanings define the San Francisco Signal as a team built to compete with purpose and inspire possibility beyond the game.
The announcement follows a months-long community naming process that invited fans across the Bay Area to help shape the club’s identity. Thousands of submissions, conversations and votes helped inform the final name, reinforcing the organization’s belief that the strongest teams are built with their communities, not simply for them.
“We couldn’t be more excited about the name Signal, what it represents and the incredible way our community embraced the journey,” said Stephanie Martin, President and Co-Founder of LOVB San Francisco. “One of the greatest joys has been watching people across the Bay Area share ideas, debate their favorites and help shape our identity. That’s exactly how we hoped this team would begin, with the community building it alongside us.”
Martin said the name reflects the region’s optimism and momentum. “Signal reflects the optimism, ambition and momentum of the Bay Area, but what we love most is the idea behind it: a signal starts with a spark and grows stronger as more people carry it forward,” she added. “We hope the San Francisco Signal continues to bring people together, building a community that grows stronger with every new voice, every new fan and every person who chooses to be part of it.”
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The launch also reflects what LOVB describes as a next-generation ownership model, with a group that includes Olympians, world champions, founders, executives and entrepreneurs helping shape the team on and off the court. The goal is to build a championship organization while expanding opportunities for women to lead, innovate and inspire the next generation across the Bay Area.
72andSunny helped translate the community’s vision into a brand platform that will guide the team’s visual identity, voice and storytelling. “I can’t think of a better identity to represent LOVB San Francisco,” said Evin Shutt, Global Chief Executive Officer of 72andSunny. “The best signals connect people, spread through communities, and grow stronger as more people carry them forward. There’s an optimism in that — an unwavering belief that ideas, communities, and movements become more powerful when people choose to build them together.”
Shutt said the creative challenge went beyond designing a sports logo. “Our creative brief wasn’t just to design a logo for a volleyball team, but to honor the spirit that emerged from the community naming process and create a symbol that the Bay Area could rally around for decades,” she said. “As a LOVB SF owner, former college volleyball athlete, mother of a female athlete, and someone whose career has been shaped by women’s sports, I’m incredibly proud of what we’ve created.”
The San Francisco Signal identity draws from the Bay Area’s visual language. The custom wordmark emphasizes outward movement, suggesting how ideas, energy, and communities can expand from a single spark. Its geometric letterforms are inspired by the region’s Art Deco architecture, graphic modernism and the networks of streets, bridges and shorelines that connect its communities.
The team’s custom glyph reimagines the “SF” mark with architectural proportions and clean, confident lines meant to capture the bold optimism of the Bay Area skyline. A distinctive “shift line” connects the wordmark and glyph, creating a sense of continuous movement inspired by the path of a transmitted signal.
The color palette also nods to the region. Siren Red draws from the Golden Gate Bridge and San Francisco’s bold character. First Light Cream references the Bay’s signature fog. Horizon Blue represents the water, sky and optimistic spirit that connects the region’s cultures and communities.
72andSunny will continue working with the team as it builds what the partners describe as a new blueprint for how a modern women’s sports brand can grow through creativity, culture and community participation.
“The brands that shape culture today are built through participation,” said Glenn Cole, Co-Founder and Chairman of 72andSunny. “That’s what has made our partnership with LOVB San Francisco so meaningful, and an extraordinary opportunity. We’re not inheriting decades of convention; we’re co-creating new rules, new traditions, and a new future.”
Cole added, “To me, this is what the future of women’s sports looks like: women-led, grounded in purpose, driven by creativity, powered by community.”
The San Francisco Signal will continue its rollout later this month with the announcement of its founding roster ahead of the club’s inaugural season in January 2027. As the only professional volleyball league with a youth-to-pro ecosystem, LOVB connects hundreds of thousands of athletes, families and fans across every stage of the game.
“Great organizations become part of the fabric of a community,” noted Jes Wolfe, Chairwoman of LOVB San Francisco. “Our ambition is for the San Francisco Signal to be one of those organizations, a team that people are proud to support, families grow up with and future generations inherit. Today is the first chapter of that story.”
