The West Hollywood Marketing & Visitors Bureau has announced its new name: Visit West Hollywood.

Simple and to-the-point, the new name better reflects the organisation’s mission, and serves as a call-to-action for travellers around the world.

The change is effective immediately.

The new Visit West Hollywood name is accompanied by a revised logo, which maintains the signature “bubble” shape and color but transitions from using “WH” to the more widely recognised abbreviation for the city, “WeHo.”

Visit West Hollywood will also continue to market itself with the tagline, “Living Forward,” which encompasses the city’s progressive values and trendsetting visitor experiences.

“We are proud to announce our name change to Visit West Hollywood, which advances our focus on positioning West Hollywood as a highly attractive destination to domestic and international visitors,” said Brad Burlingame, president of Visit West Hollywood.

“Following on the launch of our boldly redesigned website last summer, we felt the time was right to update our brand identity to better reflect our mission to attract visitors to the City of West Hollywood.”

Tourism is one of West Hollywood’s most important industries, supporting 4,600 jobs in the city.

In a study conducted in 2010, West Hollywood attracted more than 1.15 million visitors and more than $750 million in spending.