LOS ANGELES – The City of Angels prepares for its close-up. On Monday, the LA Tourism & Convention Board is launching a national advertising campaign for the city with a new logo designed by legendary street artist Shepard Fairey.

“The time couldn’t be more perfect to revitalize LA and welcome our visitors back,” said William Karz, vice president of branding and digital marketing for LA Tourism, which is taking advantage of the state’s recent reopening to attract visitors hand back.

What you need to know

  • The new Los Angeles logo for the LA Tourism & Convention Board was designed by street artist Shepard Fairey

  • It’s the first new logo for the group in a decade

  • The Los Angeles logo will be used in LA Tourism’s first national advertising campaign, starting July 5th

  • The campaign slogan is “Your comeback starts here”

For the first update to the logo in a decade, the city’s name is a rainbow of colors in graffiti-like script crowned by a setting sun. Starting Monday, the image will be used for the board’s first-ever nationwide advertising campaign, which will air in multiple formats from cable TV and digital video to HULU, Roku, display advertising and social media.

After the lost year of tourism, “we have a new look to start the LA comeback story,” Karz said of the campaign with the slogan “Your comeback begins here”.

The new logo is designed to embody the optimistic spirit of Angelenos, inviting people to celebrate a travel destination that embodies personal freedom and opportunity. The new logo is a collaboration between Faireys Studio Number One and Andy Cruz, who runs the House Industries design studio.

The board tested several logo iterations but chose the one they are using now because it generated the greatest interest in visiting LA and booking meetings, Karz said.

Tourism in LA has fallen by about half during the pandemic, according to the board.

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