LOS ANGELES RAMS BRAND IDENTITY
The Rams approached us to do a complete overhaul of their brand identity. After moving back to Los Angeles, they wanted a new identity that reflected their commitment to the city of L.A. for the long term. It had to speak to the extremely diverse fan base and attitude of Los Angeles. It had to be modern, yet timeless for the next generation of fans.
Design Direction: Steve McClard
Art Direction + Design: Sean Butterly
Design: Jason Wright + Matt Smith
NARRATIVE
THE PERFECT SPIRAL
The L.A. Rams new branding is built on the idea that they are a mirror to the city’s driving force of ambition. Los Angeles is the City of Dreams, and there is a shared attitude from top to bottom, of attaining that perfect dream.
Using this as a foundation, we connected the most iconic part of their brand, the horn, to one of the most iconic motifs of L.A., the perfect wave. The underlying connection of both of those is nature’s perfect spiral. The golden ratio, or Fibonacci Sequence is one of nature’s greatest examples of achieved perfection. This became the driving concept behind their new brand.
