• by Larissa Faw , October 4, 2017

The city of Los Angeles and its agency 72andSunny have unveiled the city's new brand positioning as the creative capital of the world. The "LA Original" logo inserts iconic messages and images, like a heart and ocean waves between an elongated letter L and A.

According to the agency, the new logo is “inspired by the truth that LA gives you space to create.” The city is a “wide-open canvas for creativity.”  

In a film supporting the city’s brand makeover, LA brands and entrepreneurs are intermixed with images of the new logo as rapper Kendrick Lamar promotes the city's coolness through his message to support local creativity.

Have a look here.

This film directs viewers to the LAOriginal.com website where people can purchase locally-made products. An LA Original Store, located at 10250 Santa Monica Blvd., will also sell this merchandise.

The new branding effort showcases the "city’s unrivaled creative talent in a way that brings attention to local makers, raises awareness of our production and manufacturing capacity, and cycles resources back into our creative economy," says Ashley Jacobs, director of brand LA, Mayor’s Fund for Los Angeles.

72andSunny took a different approach to this project by inviting the entire agency, regardless of discipline, to pitch ideas for the logo design. There were many iterations, but it ultimately selected the winning concept from the design team.