Quintessentially Southern California, the Chargers 2020 relaunch is an aspirational brand synonymous with sunshine, blue skies, carefree style of play dating back to the team's AFL roots. Whether it's Sunday on the Venice Boardwalk or the Olvera Street Marketplace, there's an unmistakable vibe that's unique to Los Angeles. The 1960s in LA and its surrounding communities represent classic Americana coastal vibes. Throughout the branding process, our design team drew inspiration from the surf, skate and car cultures of this era when creating its new look.
With the new ‘Bolt’ a sleeker, more streamlined version of its old self as the team's primary mark, it's also one color lighter. Gone is the three-tone ‘Bolt’ with a navy keyline – the new ‘Bolt’ has been paired down to only include Powder Blue and Sunshine Gold. The bold, italicized font is an ode to an era that saw legendary Mustang modifier Carroll Shelby set up shop in Marina del Rey and Latino youths on the Eastside turn 1940s cars into sleek, irreverent lowriders. The angled ticks mimic the edges and details of the new ‘Bolt.’ The new numbers, like a souped-up Shelby, symbolize speed, power and constant forward motion while their placement within the brand is a nod to modifying a classic. The LA Chargers expression is that of a classic SoCal brand. Coastal vibes. Americana swashes. Simple optimism.
Bolt Up.
www.chargers.com