In 2024, the Los Angeles Chargers launched a bold new brand identity that bridges the vibrant spirit of Southern California with the grit and intensity of professional football. Dubbed “The Sunshine and The Storm,” this dynamic visual system flexes with the rhythm of the season—bright and energetic early in the week, then dark and dramatic as gameday approaches. Designed over 16 months with fan emotion and engagement at the core, the rebrand includes a comprehensive brand guide, updated social and gameday visuals, and original merchandise. The result is a cohesive, emotionally resonant identity that’s as electric as the team itself—setting a new standard in modern sports branding.