Los Angeles Divided Over The City’s New Retro Logo

by Mark Stephens
LA Divided Over The City’s New Logo

“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,” Don Skeoch, chief marketing officer of Los Angeles Tourism.

The Los Angeles Tourism and Convention Board introduced the city’s new logo just days after Covid-19 restrictions were lifted from the city.

Designed by House Industries and Studio Number One, the new look was created to welcome tourists after the Covid-19 pandemic brought the city’s tourism to a jolting halt.

The new multicolored logo, with a splash of neon, looks heavily inspired by the 1980s. The refreshing retro look features a rising sun just above the multicolored wordmark. The logo symbolizes a bright future for an extremely diverse city.

Shepard Fairey, the founder of Studio Number One, said, “When you say ‘Los Angeles’ it doesn’t necessarily mean a city. It’s a whole mind set, 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.”

According to Fairey, the idea for the logo came from inspiring classic art deco and hand signage.

The logo also coincides with an ad campaign with the tagline, “Your Comeback Starts Here.” Watch the video below:

The timing of the logo release couldn’t have been better since it came just days after California and Los Angeles County lifted most Covid-19 restrictions, according to Don Skeoch, chief marketing officer for Los Angeles Tourism.

“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,” said Skeoch.

“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.”

Despite all the efforts from the Los Angeles Tourism and Convention Board, L.A. is divided between those who like the logo and those that don’t. Angelenos took to social media to express what they felt about the new logo.

Sophia Benoit wrote, “I’m fully obsessed with LA’s new tourism logo,” while Max Rebo’s Roadie commented, “ New logo for LA tourism is going to time warp us back to the 80s or die trying.”

While users took to their social media handles to express what they felt about the city’s new emblem, there were those that were unaware that L.A. even had a logo.

Gabriella tweeted, “LA had a logo? What was it?”

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