The Creative Muscle of Los Angeles, Framed in a Single Logo
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Los Angeles has some serious creative firepower. That’s the point being made with a new logo, branding campaign and product line that agency 72andSunny, along with Brand Studio CAA-GBG, have created for the city. The “LA Original” initiative aims to highlight Los Angeles’ various makers and production and manufacturing capabilities, while also raising funds to support its creative economy.
The heart of the campaign is the logo, which consists of a pencil-thin, connected L and A, stretched out to create a generous gap between the two. Within that space, the campaign frames personalities, artwork and other creations that help make up the local creative economy.
“The logo is inspired by the truth that LA gives you space to create — it’s a wide-open canvas for creativity, providing the physical and emotional freedom to express yourself, experiment and make what’s next,” says 72andSunny L.A. Director of Strategy Kelly Schoeffel. “It creates a stage to elevate the people, places and things that define L.A., as well as an invitation to fill L.A. with your creativity.”
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