The Los Angeles Chargers have introduced an update to the team's iconic 'Bolt' mark as well as a new logotype in advance of the 2020 season.
The Chargers are relaunching what is very much an aspirational brand synonymous with sunshine, blue skies and a fun, carefree style of play dating back to the team's AFL roots.
Los Angeles decided to keep their powder blue and sunshine gold colors, which was indicated when the franchise revealed their alternate "powder blue" jersey would be their primary jersey in 2019 (the Chargers used "navy blue" as their primary jersey from 1974 to 2018).
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.
Fans can 'BOLT UP' with new gear by visiting chargers.com and are encouraged to stay tuned, the team's uniform unveil is right around the corner.
Photo: Getty Images