Plangeles

Los Angeles was named after angels and became famous for traffic. Plangeles keeps the angels and adds a plan. The swap is neat: 'Los' falls away, 'Plan' takes its place, and the city's name carries on as if nothing had happened. Read it twice and a second word surfaces, plan angels, which is roughly what a good consultant hopes relieved clients will call them.

The concept is a planning and consultancy firm rooted in the city, working across urban planning, construction and development: advisers who are patient on the phone, careful with a budget and clear about what happens next. The sketches set it among aerial maps and technical drawings, and the name is comfortable wherever a plan is the product, from a masterplan to a building permit to a site schedule.

The logo is a skyline of glass towers and palms, drawn in navy, with a gold halo floating above it and a small star at its rim. On the banner it hangs over downtown in a dusty sunrise, with 'Planners from the City of Angels' set beneath in small capitals. In the office sketch it is painted on the wall behind a team at their screens, one of them on the phone by the window. The halo is the clever part. It lets the name be warm without having to say so.