72andSunny Made a Funky New Logo for L.A.'s Creative Culture and Businesses

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A flashy new campaign is celebrating the creative spirit of Los Angeles and promoting its local industry, with support from a range of the city’s homegrown stars—and a new logo from 72andSunny.

The mark, an elongated, soft-edged “LA,” works alongside the radio-friendly version of Kendrick Lamar’s brash and blistering “Humble” to anchor a 60-second ad, the centerpiece of the campaign, titled LA Original, and created by the agency for the office of Mayor Eric Garcetti.

Lamar famously grew up in Compton, and his smash hit—very much part of the 2017 zeitgeist—serves as the perfect backdrop to a rapid-fire string of visual references promoting the broader area’s local culture (art, music, fashion, dance) and businesses, small and large.

Chocolatiers Compartes, social media giant Snapchat, and surf shop Lone



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