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 sponsored by the Mayor's Fund for Los Angeles in collaboration with the city's Office of Economic Development, both run by mayor Eric Garcetti.
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...