Advertising agency 72andsunny has designed a logo and campaign for an initiative highlighting creative entrepreneurs in Los Angeles, with a long space in between the letters L and A that users can customise.
The logo is for LA Original, a pilot program co-created by the Mayor's Fund for Los Angeles in collaboration with the city's Office of Economic Development.
The non-profit initiative provides a platform for showcasing the LA's creative community, which has boomed in recent years, as well as promoting locally made and designed goods.
A number of local businesses have embraced the trademark and tailored it to their aesthetics, like nail company ORLY and a boutique called Concrete Geometric.
For the base design, the city's iconic abbreviation is displayed in red atop a millennial-pink background. The chosen typeface has smoothed curves and rounded edges, giving the logo a contemporary feel.
Colours can be switched to reflect different brands, and the length of the L's base can be altered as required.
The campaign comes with the slogan "space to create", and the wideness of the logo design further implies that LA has physical room to support a growing creative community.
Aiming to entice more creative entrepreneurs to the Californian city, LA Original's slogan posits the Californian city against other creative hubs in the US – particularly New York City and San Francisco – where high costs of living are often associated with struggling artists.
The catchphrase also resembles the campaign "London is open", which is run by mayor Sadiq Khan to demonstrate that London is united and open for business, despite the Brexit vote in June 2016.
"So many amazing creative individuals from across the city raised their hands and so generously participated because they really believe in the creative identity of the city, and want to support current and future makers," said the firm, which has offices in LA, New York City and Amsterdam.