As the team gets ready to begin play at the new SoFi Stadium this fall, the Los Angeles Chargers did a better job of revealing a new logo than they did three years ago.
If you recall, the team marked its move to Los Angeles with a logo that had the same colors and looked like the baseball Dodgers’ logo with jagged, lightning bolt edges was so widely panned that the team dropped it.
The new primary logo is the same lightning bolt that it has been, but the navy blue has been eliminated, leaving only powder blue and yellow (called by the team as “Sunshine Gold”).
The team has been phasing out the navy blue since moving to L.A., and now it’s totally gone. The club changed their primary home jersey last year to the powder blue look, which had been an alternate uniform up until that point.
There’s also new wordmark. The Chargers name with the line through it that has been a staple since the team’s San Diego days is history. It’s replaced with a bold, italicized all-caps look that features a lightning bolt coming out of the “A” in Chargers. In slightly smaller font, Los Angeles is above the team name.
New uniforms are coming for the Bolts, and those will be unveiled later this offseason.
The move came as somewhat of a surprise, as the crosstown Rams – who the Chargers will share the new stadium in Inglewood with – had a new logo leaked and criticism of that look was wide-ranging.
The club, which struggled with fan support while playing in a soccer stadium in Carson that had a capacity of under 30,000, is working overtime to try and bond with its new Los Angeles-area roots.
“Throughout the branding process, the team drew inspiration from the surf, skate and car cultures of this era when creating its new look. While more details are still to be unveiled, the bold, italicized font and numbers are 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 low-riders,” the team said in a press release that announced the new logo.
The Chargers had a small amount of success during their brief time in LA, as they went 12-4 and reached the Divisional Round of the playoffs after the 2018 season. But the team took a step back last year, parted ways with quarterback Phillip Rivers in the offseason, and reportedly lost out to the Tampa Bay Buccaneers in trying to sign legendary quarterback Tom Brady after he decided he was leaving the New England Patriots.
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