2021

Mr. Mayor Title Sequence

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“Mr. Mayor” was an NBC comedy from Robert Carlock and Tina Fey, creators of “30 Rock” and “Unbreakable Kimmy Schmidt.” In the show, wealthy retired businessman and former billboard mogul Neil Bremer (Ted Danson) runs for mayor of Los Angeles and unexpectedly wins, then must figure out how to run the city with the help of members of staff played by Holly Hunter and Bobby Moynahan. Our team at Pentagram created a logo and opening titles for “Mr. Mayor” that captured the show’s bright, smart humor and sunny L.A. setting.

The title sequence helps set the stage for the show, incorporating “Mr. Mayor” into the signage for iconic landmarks around L.A., including Beverly Hills Park, the Cinerama Dome, Hollywood Forever Cemetery and Randy’s Donuts. The designers worked the name into the existing signs, carefully recreating the typography to preserve their original character. The images appear in a sequence of stills accompanied by a bright, jaunty theme by composer Jeff Richmond.

We wanted the titles to be a love letter to the city and reflect the civic spirit behind the show’s premise. We researched various landmarks and locations, trying to find the right balance between famous and weird, slightly obscure spots that would give the sequence a local, insider flavor that Angelenos would appreciate. The vibrant images and cheery music capture the show’s optimistic, upbeat tone. A hazy gradient over the stills evokes the warm sunlight of L.A., and the images have a slightly saturated, transitory color that suggests the look of Kodachrome film.

This upbeat quality is also reflected in the logo, which resembles a campaign button and was inspired by one of the campaign posters seen in the show. The colors complement the sunny California locale, and the logo and credits appear against a gradient that looks like an L.A. sunset.

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