Rising from tourism’s “lost year,” L.A. has been staging its comeback, complete with a new look and feel for the Los Angeles Tourism & Convention Board, unveiled in June as Los Angeles reopened. Created through a first-time partnership between two notable design studios and longtime friends – Studio Number One (SNO), helmed by Shepard Fairey and House Industries, led by Andy Cruz – the new brand identity includes a fresh logo, iconography and colors.
Los Angeles Tourism’s new logo embraces the optimistic spirit of Angelenos, while inviting visitors to discover a destination that celebrates personal freedom under a sun of infinite possibilities. The script type is bold, timeless and welcoming as it evokes an L.A. feeling of movement and self-expression.
The sun motif is a highly recognizable symbol that reinforces the equity that Los Angeles owns in breathtaking sunsets. Anything under the sun can happen in Los Angeles. The dome shape of the sun mimics L.A.’s iconic architecture such as the Hollywood Bowl, the Cinerama Dome, the Griffith Observatory, and the orchestra pit at Walt Disney Concert Hall. The artistic brush stroke under the sun abstractly represents the ocean, creativity and self-expression to underscore that everyone is welcome here.
Vibrant gradient colors ranging from sunburst yellow to ocean-inspired teal work in harmony, serving as both a visual representation of L.A.’s diversity and the journey of L.A.’s sunrise to sunset.
“When you say ‘Los Angeles’ it doesn’t necessarily mean just a city. It’s a whole mindset, a vibe, a culture, and as an Angeleno, it was exciting to me to take on the creative challenge of designing a mark representing all the things that Los Angeles means to people. On that creative path, I worked with my team at Studio Number One, and the inspiring cool factory that is House Industries, led by my friend Andy Cruz. We all dug deep into L.A. culture and came up with a great answer that we feel embraces the spirit and optimism of L.A.,” said Shepard Fairey.
“The history of iconic signage and inspired typography created in L.A. is as diverse and unique as its people. The chance to ‘Wonder- Twin’ House Industries & Studio Number One is something Shepard Fairey and I have been waiting years to activate — and it happened in the form of the new Los Angeles logo. Distilling that potion of influence into a mark that honors the past but feels new is something all the artists at House and SNO took personally,” said Andy Cruz.
The new branding makes its debut as L.A. continues its comeback, fully reopening museums, indoor dining, theme parks and outdoor live events including spectator sports, and Los Angeles Tourism continues to invite visitors to start their comeback.
“The timing couldn’t be more perfect to unveil a fresh look for L.A. as we once again roll out the red carpet for visitors. It was a privilege to work with Shepard, Andy and their teams to reimagine this creative expression of Los Angeles,” stated Don Skeoch, Chief Marketing Officer for Los Angeles Tourism. “Los Angeles continues to evolve right before our eyes. As we emerge from this horrible pandemic, we continue to create those memorable experiences that visitors from around the globe cherish.”
To learn more, visit @discoverla on Twitter, Instagram or Facebook. Visitors are encouraged to #TravelResponsibly and follow all guidance from Los Angeles County Public Health.
Information for this article was provided by the Los Angeles Tourism & Convention Board, the non-profit destination marketing and sales organization for the Los Angeles tourism industry and the ultimate resource for where to stay and play in the L.A. area. For more information, visit discoverlosangeles.com.
