Los Angeles Chargers Brand Redesign

ABOUT THIS ENTRY

The Chargers' 2024 rebrand marks a bold evolution, blending the bright energy of Southern California with the toughness of the game. By embracing the dual philosophy of "The Sunshine and The Storm," the team has created a visual identity that captures both the lighthearted spirit of LA and the toughness of Chargers football.

How does this represent "Excellence in Engagement"?

This rebrand redefines engagement by creating a flexible, emotionally resonant visual identity that mirrors the fan experience. “The Sunshine and The Storm” isn’t just a design system—it’s a storytelling mechanism that deepens fan connection through evolving aesthetics that build anticipation leading up to gameday. Aligning creative execution with the emotional arc of a football week sets a new benchmark for sports branding—one that is adaptable, immersive, and fan-driven.

The brand guide has transformed internal workflows, enabling designers to execute with consistency and efficiency while preserving creative expression. The cornerstone of this effort was the creation of a comprehensive brand guide—a North Star for our designers. Created in collaboration with Zero G, we now have consistent and fresh assets and design elements. While it sets the foundation, it remains a living document, allowing designers to refine and evolve with each project.

By embracing evolution rather than binary design styles, we’ve paved the way for sports branding to be more dynamic and emotionally intuitive. This approach challenges the industry to move beyond static identities and create visual systems that reflect the ebb and flow of both the game and the fans’ experience—setting a new precedent for how teams engage their audience.

Objective

Coming into 2024, the Chargers set out to evolve our brand identity— building on the vibrant, sun-soaked colors that have defined us while bringing a new level of intensity. Our signature powder blue and yellow color scheme— symbolizing the sun and clear skies of Southern California have represented the energy of LA and our electric spirit. Nonetheless, as our team continues to grow and develop communities in LA and across the states, we knew we needed a look that better matches the strength, edge and grit that this team possesses.

Aiming to assert the Chargers as a powerhouse in both football and digital design, our goal for this rebrand was to develop a cohesive design aesthetic that integrated our team’s light and bright history with a darker, tougher, football-centric identity. With our new motto, “See the Lightning. Feel the Thunder.”, we introduced a bold visual approach that amplifies our signature colors while layering in a deeper, stormier edge. This new look ensures that every touchpoint—from social media to stadium visuals—balances LA cool with the intensity of the game. Whether it’s on the field or online, the Chargers now look as powerful as we play.

Strategy & Execution

This rebrand was built with the modern sports fan at its core—dynamic, engaged, and constantly changing. Over 16 months, we assessed every aspect of our visual identity, from gameday execution to social media presence, ensuring that our look and feel resonated with today’s audience. This assessment exposed key challenges—gameday execution lacked consistency, design work lacked strategic direction, and our brand needed a tougher, more football-centric edge. We knew the greatest challenge was figuring out how to capture the spirit, history and vibrant culture of SoCal while expressing the intensity of who the Chargers are—aiming for toughness within a cohesive visual direction. Ultimately, we established “The Sunshine and The Storm,” a dual design philosophy that allows the brand to evolve based on time of year, event, or even the rhythm of a game week.

Early-week content leans into bright, high-energy visuals reflective of the Chargers' signature powder blue and SoCal lifestyle. As gameday nears, the look intensifies—the colors darken, the imagery becomes more dramatic, and the energy builds. This fluid approach prevents creative stagnation while reinforcing the emotional journey of fans.

Organizations

• Los Angeles Chargers
• Zero G Design

Links

•   Website

Credits

Jason Lavine
Senior Vice President - Brand Creative & Content
Los Angeles Chargers

Megan Julian
Senior Director - Digital & Social Media
Los Angeles Chargers

Tyler Pino
Senior Director - Production
Los Angeles Chargers

David Bretto
Director - Creative Video
Los Angeles Chargers

Tyler Brazas
Senior Designer
Los Angeles Chargers

Arthur Castillo
Senior Motion Designer
Los Angeles Chargers

Patrick O’Reily
Lead Designer
Los Angeles Chargers

Trevin Kalick
Social and Digital Media Designer
Los Angeles Chargers

Jorge Rodriguez
Brand and Visual Identity Designer
Los Angeles Chargers

Emma Breen
Jr Graphic Designer
Los Angeles Chargers

Ethan Crick
Jr Graphic Designer
Los Angeles Chargers

Jacqueline Mang
Jr Partnerships Designer
Los Angeles Chargers