LOS ANGELES (June 16, 2021) - Rising from tourism’s “lost year,” L.A. is staging its comeback, complete with a new look and feel for the Los Angeles Tourism & Convention Board, unveiled today as Los Angeles fully reopens. Created through a first-time partnership between two notable design studios and longtime friends - Studio Number One (SNO), helmed by Shepard Fairey and House Industries, led by Andy Cruz - the new brand identity includes a fresh logo, iconography and colors.
Los Angeles Tourism’s new logo embraces the optimistic spirit of Angelenos, while inviting visitors to discover a destination that celebrates personal freedom under a sun of infinite possibilities. The script type is bold, timeless and welcoming as it evokes an L.A. feeling of movement and self-expression.
The sun motif is a highly recognizable symbol that reinforces the equity that Los Angeles owns in breathtaking sunsets. Anything under the sun can happen in Los Angeles. The dome shape of the sun mimics L.A.’s iconic architecture such as the Hollywood Bowl, the Cinerama Dome, the Griffith Observatory, and the orchestra pit at Walt Disney Concert Hall. The artistic brush stroke under the sun abstractly represents the ocean, creativity and self-expression to underscore that everyone is welcome here.
Vibrant gradient colors ranging from sunburst yellow to ocean-inspired teal work in harmony, serving as both a visual representation of L.A.’s diversity and the journey of L.A.’s sunrise to sunset.
“When you say ‘Los Angeles’ it doesn’t necessarily mean just a city. It’s a whole mindset, a vibe, a culture, and as an Angeleno, it was exciting to me to take on the creative challenge of designing a mark representing all the things that Los Angeles means to people. On that creative path, I worked with my team at Studio Number One, and the inspiring cool factory that is House Industries, led by my friend Andy Cruz. We all dug deep into L.A. culture and came up with a great answer that we feel embraces the spirit and optimism of L.A.,” said Shepard Fairey.
“The history of iconic signage and inspired typography created in L.A. is as diverse and unique as its people. The chance to Wonder-Twin House Industries & Studio Number One is something Shepard Fairey and I have been waiting years to activate — and it happened in the form of the new Los Angeles logo. Distilling that potion of influence into a mark that honors the past but feels new is something all the artists at House and SNO took personally,” said Andy Cruz.
The new branding makes its debut as L.A. continues its comeback, fully reopening museums, indoor dining, theme parks and outdoor live events including spectator sports, and Los Angeles Tourism continues to invite visitors to start their comeback.
“The timing couldn’t be more perfect to unveil a fresh look for L.A. as we once again roll out the red carpet for visitors. It was a privilege to work with Shepard, Andy and their teams to reimagine this creative expression of Los Angeles,” stated Don Skeoch, Chief Marketing Officer for Los Angeles Tourism. “Los Angeles continues to evolve right before our eyes. As we emerge from this horrible pandemic, we continue to create those memorable experiences that visitors from around the globe cherish.”
ABOUT LOS ANGELES & LOS ANGELES TOURISM
Los Angeles Tourism & Convention Board (Los Angeles Tourism) is the non-profit destination marketing and sales organization for the Los Angeles tourism industry and the ultimate resource for where to stay and play in the L.A. area.
Los Angeles is a dynamic, ever-evolving destination – where diversity thrives, and everyone is welcome. Discover the true L.A. by exploring its more than 30 culturally rich neighborhoods, each one offering a distinct vibe. L.A. is home to more than 300 days of warm sunshine, 75 miles of idyllic shoreline, more museums and performing arts venues than any other U.S. city, and an innovative culinary scene led by influential tastemakers. A global creative capital and the epicenter of the sports universe, L.A. presents limitless possibilities for visitors from around the world. For more information, visit discoverlosangeles.com, follow at facebook.com/DiscoverLosAngeles, or @discoverLA on Twitter, Instagram and Pinterest.
ABOUT STUDIO NUMBER ONE
Founded within the worlds of art, music, activism, and DIY culture, Los Angeles based creative agency Studio Number One (SNO) brings originality to everything it creates. From activist-focused art for the masses to iconic design for high-profile brands, SNO’s team of talented graphic designers, lead by Creative Director Shepard Fairey, always pushes the boundaries with authority and authenticity.
Most people might recognize the name Shepard Fairey from the artist’s 1989 “Andre the Giant has a Posse” sticker phenomenon or his iconic 2008 Obama “Hope” portrait. Throughout his career, Fairey has worked as a graphic designer in some capacity, and he founded his creative agency Studio Number One with his wife Amanda in 2003 as an extension of his style of innovative graphics, subversive self-promotion, and grassroots marketing merged within the world of advertising and brand identification.
Some notable clients include: Warner Bros. Pictures, Paramount Pictures, 21st Century Fox, Stella Artois, Monkey Shoulder, and many more. For more information, visit www.studionumberone.com
ABOUT HOUSE INDUSTRIES
House Industries visualizes the world’s most interesting brands, products and people.
As a design studio and font foundry, House is known for its eclectic style and work with Jimmy Kimmel, Hermès, Ed Roth, Muji, Heath Ceramics, The Eames Office and The New Yorker. Their quintessential book, The Process is the Inspiration, details how craft, curiosity and collaboration are key elements of successful design.
Or as Shepard Fairey put it: “The real magic is that House are alchemists that search through corners of culture for something valuable you’d never thought of before, then raise it to a higher artistic level.”
Fast Company named House Masters of Design and wrote, “Like all good subversives, House Industries hides in plain sight.” Their work is in the permanent collections of the Smithsonian’s Cooper-Hewitt National Design Museum and The Henry Ford Museum of American Innovation.
For more information, visit www.houseindustries.com