Flashback Friday: Herb Caen’s Take on “Frisco” (But Never, Ever ‘San Fran’)

Ah, San Francisco—The City that sparks endless debates over its many nicknames. But if there’s one voice that carried weight on the matter, it was the legendary Chronicle columnist Herb Caen. His witty observations and deep love for The City made him the ultimate authority on all things San Francisco, including what to call it (and what not to call it).

Caen famously granted “permission” for folks to call it Frisco—but don’t get it twisted. “San Fran” was an absolute no-go in his book. He once wrote, “I’m sorry, but you can’t call it San Fran. You just can’t.” His love-hate relationship with Frisco went from outright disapproval to begrudging acceptance, as long as it was used with a little reverence and understanding of the city’s rich history.

Why the change of heart? Caen recognized that Frisco was deeply rooted in the city’s past—coined by sailors and longshoremen who helped shape its maritime history. Even famed writer Jack London used the term, and if it was good enough for him, maybe—just maybe—it could be acceptable in the right context.

But San Fran? Never. Caen couldn’t stand it, and honestly, neither can we. It just doesn’t capture the magic, the grit, or the soul of The City.

So, take a note from the master himself—call it Frisco if you must (at your own risk), but steer clear of “San Fran.” Let’s keep The City’s legacy intact, just as Herb would have wanted.

Do you call it Frisco? Let us know in the comments!