Vara—in Spain, Portugal, and Latin America—is a unit of measure equal to 33 inches. This seemingly foreign measure is ingrained in the streets of San Francisco. The city was designed with each block measuring 100 x 150 vara.
This also became the guiding principal for the business identity of Studio VARA to accentuate their specialty in urbanism. A grid of San Francisco neighborhoods were blind stamped on the back of each business card. And employees were given a collection of different streets for their cards.