Century City Image, Logo Looking Up

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Century City’s logo has a new look.

The Century City Chamber of Commerce late last month unveiled a new contemporary logo. Two skylines – one gray, the other teal, representing the distinctive buildings and fountains on Avenue of the Stars. In the upper left corner: a moon or sun that looks like a “C” – as in Century City.

The old logo of four C’s with the silhouette of the iconic Century Plaza Towers as a backdrop has been retired after 25 years.

Chamber Chief Executive Susan Bursk said the new logo is meant to convey an image of Century City that extends beyond the one-dimensional image of the Century Plaza’s twin towers.

“Century City has become a destination for work, entertainment, dining, housing, retail and hotels, and our new logo builds on this reputation,” she said.

The goal was to develop an eye-catching logo that the chamber will use to expand its branding efforts to market the area’s image as home to financial institutions and law firms – not just the towers.

In recent years, the Westfield Century City mall has undergone extensive renovation, adding several trendy restaurants. Now, new condo towers are under construction. Eventually, a subway station is slated for the heart of Century City, though its construction depends on securing additional funding for Metro’s Purple Line and resolution of a lawsuit over tunneling beneath nearby Beverly Hills High School.

Next step: Bursk said the chamber is working with the Century City Business Improvement District to incorporate the new logo into gateway signage.

– Howard Fine

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Howard Fine
Howard Fine is a 23-year veteran of the Los Angeles Business Journal. He covers stories pertaining to healthcare, biomedicine, energy, engineering, construction, and infrastructure. He has won several awards, including Best Body of Work for a single reporter from the Alliance of Area Business Publishers and Distinguished Journalist of the Year from the Society of Professional Journalists.

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