A significant number of NFL teams are making changes to their brand this offseason, and every organization is now hoping that their efforts are met with less ridicule than the Los Angeles’ Rams awful new primary logos.
The Rams’ incoming SoFi Stadium-mates, the Los Angeles Chargers, are slowly revealing their own minor rebrand. On Tuesday, the Chargers revealed a revamped bolt, the team’s primary logo, along with a new logotype.
The Chargers’ name now features a small bolt attached to the ‘A’ in Chargers. The new bolt ditches navy blue entirely and uses only the team’s signature powder blue, “sunshine gold” and white – which could signal that the team’s new uniforms will do the same. According to the Chargers, the uniform reveal is “less than a month away.”
Via the Chargers:
“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.
As for the new logotype, just because you’re a 60-year old franchise doesn’t mean you have to act like it. With words becoming increasingly interchangeable with emojis and acronyms, the team decided to build a bolt emoji into its new logotype. Also a new touch, the bold, italicized font along with its stylized, angled ticks mimics the edges and details of the updated mark. Now ‘BOLT UP’ isn’t just a rallying cry, salutation or general term of approval, it’s built into every facet of the team’s brand identity.”
Here’s what the old bolt mark looked like, for reference.
The switch seems to have gone over better than the Chargers’ last logo fiasco. Back in 2017, a “working” logo that seemed like a rip-off of the Dodgers’ classic logo went viral and was widely panned, but was never used.
