Los Angeles Tourism & Convention Board Rolls Out a New Brand Image

Los Angeles toughed it out through the "lost year" for travel, and starts to revive. On the occasion of full reopening, the Los Angeles Tourism & Convention Board rolls out a new brand image to open its new chapter. The new brand image was created jointly for the first time by two well-known design studios, Studio Number One (SNO) and House Industries, which are old friends of each other. It includes a new brand identity, icon and color system.

The new logo of Los Angeles Tourism & Convention Board fully embodies the optimism of the people of the City of Angels, and invites visitors to the tourism destination where they can enjoy their freedom in the sunshine. The design of the brand's script font is bold, indicating eternity and hospitality. It symbolizes the unique pace and way of expression of Los Angeles.

The sun pattern is a highly recognizable symbol that highlights the breathtaking sunset of Los Angeles. Anything in the sun can happen in Los Angeles. The dome-shaped sun resembles the landmarks of Los Angeles, such as the Hollywood Bowl, Cinerama Dome, Griffith Observatory and the orchestra pit of Walt Disney Concert Hall. The artistic strokes below the sun abstractly represent the ocean, creativity and self-expression, emphasizing that Los Angeles warmly welcomes everyone.

The vibrant color gradients, from the sunburst yellow to the azure blue, are integrated perfectly. They not only visualize the diversity of Los Angeles, but also depict a beautiful day in Los Angeles from sunrise to sunset.

Shepard Fairey, head of Studio Number One, said, "Los Angeles is more than a city when people talk about her. She also represents a concept, an atmosphere and a culture. As a native of Los Angeles, I'm so excited to undertake such challenging and creative work of designing a logo that represents the identity of Los Angeles. During the process of creation, I worked with my team in the Studio Number One, and fully cooperated with an inspiration factory of House Industries led by my friend Andy Cruz. We deeply explored the culture of the city and created a great work full of Los Angeles' positive spirit and optimism".

"The history of creating iconic logos and designing inspired fonts in Los Angeles is as diverse and unique as her residents. The close cooperation between House Industries and Studio Number One is what we both have been looking forward to. I am very pleased that such cooperation is enabled by the design of the Los Angeles logo". Andy Cruz said, “To embody the influence of Los Angeles in a new logo while respecting the past and looking into the future is the top priority for all the artists of both sides”.

The launch of the new brand echoes the continued recovery of Los Angeles. Museums, indoor catering services and theme parks are reopened. Indoor and outdoor live events, including sports events, are witnessing a great restart. Los Angeles Tourism & Convention Boardsincerely invites tourists to restart their journey through Comeback marketing activities.

Don Skeoch, Chief Marketing Officer of Los Angeles Tourism & Convention Board, said, "It is the best time to unveil the new Los Angeles logo when we roll out the red carpet for tourists again. It is our honor to work with Shepard, Andy and their teams to reconceive a creative manifesto of Los Angeles". He added, "We are slowly ending this terrible pandemic, and we will witness greater development of Los Angeles. We will continue to bring everyone wonderful visiting experiences, and every moment will be unforgettable for tourists from all over the world".