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New Logo for LA Original by 72andSunny

New

Noted Oct. 17, 2017 by Armin

Industry / Culture Tags /

About

(Est. 2017) “LA Original, a pilot program of the Mayor’s Fund for Los Angeles in partnership with the Mayor’s Office of Economic Development, was developed to celebrate LA as the creative capital of the world. As home to a growing creative community and as the largest manufacturing hub in America, LA is where new ideas are born and made everyday. LA Original provides a platform to showcase our diverse makers and promote locally designed, assembled, or manufactured goods through a line of LA-branded products—with proceeds supporting creative entrepreneur programs across Los Angeles.”

Design by

72andSunny (Los Angeles, CA)

Related links

72andSunny project page
Mayor’s Office press release

Relevant quote
LA never had an official symbol to reflects its modern identity. Our design is a canvas for creativity and an invitation for collaboration — it comes to life when filled with the people, places, and things that define LA today.

72andSunny project page

Images (opinion after)
Identity presentation.
New Logo for LA Original by 72andSunny
Logo.
New Logo for LA Original by 72andSunny
New Logo for LA Original by 72andSunny
New Logo for LA Original by 72andSunny
New Logo for LA Original by 72andSunny
Sample logos.
New Logo for LA Original by 72andSunny
Some applications.
New Logo for LA Original by 72andSunny
New Logo for LA Original by 72andSunny
New Logo for LA Original by 72andSunny
Products.
Opinion

I think I like this more than I would care to admit. That is not to say that I like it-like it but that my initial reaction was of dislike and it slowly grew on me. The standalone “LA” is flimsy and the concept of putting a free-for-all range of stuff in and around it is also flimsy or, at least, a rehash of MySpace (c. 2010) and AOL (c. 2009), plus any other number of flexible identities since then. BUT, there is a deadpan, too-cool-for-school vibe to it that feels somewhat LA-ish. I don’t think the logo — without the stuff — has the potential to become an easily and quickly recognizable “Made in LA” badge, since it almost looks like an abstract decoration on the product (see the drinking glass image). As an experiment, though, I think this is fairly interesting and I could see it more as an I-Heart–NY tourist mark than an Hecho-en-Mexico badge of origin.

Thanks to Dylan Schnurman for the tip.

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