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 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.

P E O P L EThe 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 R I D EIt’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 A S S I O NWhether 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 R OM I S EWhat 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.

The Quatre fo i lThe New Brand of Our Destination