The pandemic has turned the tourism and convention business in Los Angeles into a crater. So the agency responsible for reviving these standards turned to the man who brought the world a picture of “hope”.
The Los Angeles Tourism & Convention Board recruited famous LA artist Shepherd fairy (best known for his image of President Barack Obama under the word “Hope”) and his studio Number One teamed up with designers House Industries to create a new logo and brand identity for the city.
Fairey’s work marks the first update to the logo in a decade. It shows the name of the city in rainbow colors with a setting sun. The image will be used in an upcoming advertising campaign aimed at increasing the city’s appeal.
In conversation with Fast company, Fairey admitted that it was difficult to capture the flair of the city.
“You have the Hollywood Hills and that only matters to a few people, and you have the palm trees that are more than one beach but are still very beachy and other places can use that, and then the stars on that Hollywood Boulevard or City Hall, these are also very specific, ”said Fairey. “It was about making it interpretable for different people and differentiating it from what other cities are doing.”
The new logo will appear on stationery, business cards, conference banners and TV spots. It will be part of a new Your Comeback Starts Here advertising campaign aimed at targeting younger travelers.
:strip_exif(true):strip_icc(true):no_upscale(true):quality(65):fill(FFF)/cloudfront-us-east-1.images.arcpublishing.com/gmg/ZGHKPDYCHVGOFFEJWEMXFNRLWA.jpg "Might marks first month since pandemic Orange County didn’t must dip into tourism tax reserves"){kind=small}
