West Hollywood is a “1.9 square mile gem of a city,” that has unveiled a new logo and a name change at this week’s IPW trade show in Denver, Colorado.

Working with Destination Analysts on consumer perception surveys, the DMO determined that the local nickname WeHo did the destination no favors, while “Hollywood” has mega-appeal in wide-flung markets. The research findings were applied by MMGY Global to create a new logo and name. Read more about the rebrand here.