LOS ANGELES — The LA Tourism & Convention Board began a national advertising campaign for the city Monday, using a new logo designed by the legendary street artist Shepard Fairey.

“The timing couldn’t be more perfect to unveil a fresh look for LA and welcome back our visitors,” said William Karz, vice president of brand and digital marketing for LA Tourism, which is taking advantage of the state’s recent reopening to entice visitors to return.

What You Need To Know

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

  • It is the first new logo for the group in a decade

  • The Los Angeles logo is used in LA Tourism's first-ever national ad campaign

  • The campaign tag line 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 a graffiti-like script topped with a setting sun. The image is used in the board’s first-ever countrywide ad campaign, airing across multiple formats, from cable TV and digital video to HULU, Roku, display advertising and social media.

Coming out of tourism’s lost year, “we have a new look to start LA’s comeback story,” Karz said of the campaign that has the tag line, “Your comeback starts here.”

Designed to embrace the optimistic spirit of Angelenos and invite people to celebrate a destination that embodies personal freedom and possibility, the new logo is a collaboration between Fairey’s Studio Number One and Andy Cruz, who runs the design studio House Industries. 

The board tested several logo iterations but decided on the one it is now using because it generated the most interest in visiting LA and booking meetings, Karz said. 

LA tourism fell by about half during the pandemic, according to the board.