The pandemic swept through the tourism and convention business in Los Angeles. So the agency in charge of reviving those standards has turned to the man who brought an image of “Hope” to the world.
The Los Angeles Convention and Tourism Board recruited famed Los Angeles artist Shepard Fairey (best known for his image of President Barack Obama under the word “Hope”) and his number one studio, along with designers House Industries, to create a new logo and brand identity for the city.
Fairey’s work marks the first logo update in a decade. It features the name of the city in rainbow colors with a sunset. The image will be used in an upcoming advertising campaign that hopes to increase the attractiveness of the city.
Talking to Fast company, Fairey admitted that capturing the flavor of cities was difficult.
“You have the Hollywood hills and that is only meaningful to some people, and you have the palm trees that include more than a beach, but they are still very beachy, and other places can use that, and then the stars on Hollywood Boulevard or City Hall, those are very specific too, “Fairey said.” The point was to leave it open to interpretation by different people and keep it different from what other cities are doing. “
The new logo will appear on letterheads, business cards, conference posters, and television commercials. It will be part of a new advertising campaign, “Your Comeback Starts Here”, which hopes to attract younger travelers.