House Industries and artist Shepard Fairey have collaborated to create a new brand identity for the Los Angeles Tourism & Convention Board. The challenge of representing the extreme diversity, history, and culture of the huge city was formidable.
From a Fast Company article on the project: “‘How do you spell out possibility, aspiration, inclusion, and all these things in a logo?’ Fairey muses. ‘But that feeling of the script, there’s a Rorschach component to it, where each individual is writing their own future, and everyone can project that on a script in a different way than a really clean but potentially sterile and institutional look would’ve had.’ They also landed on gradient colors meant to reflect both the city’s diversity and its epic sunsets. The gradients additionally reference the painted gradients of Culver City, California-based artist Ed Ruscha and the airbrushed custom cars of L.A. streets.