LOS ANGELES
FOOTBALL CLUB

THE BEAUTIFUL GAME TAKES FLIGHT IN THE CITY OF ANGELS

Los Angeles Football Club (LAFC) is a brand new franchise that will begin play in Major League Soccer in 2018.

Backed by a star-studded ownership group that includes Magic Johnson, Will Ferrell, Mia Hamm, and Nomar Garciaparra, LAFC promises to be a major force in the global game. Plans for 22,000-seat stadium are underway, with groundbreaking expected later this year.

The club reached out to me through Spark Creative House to design the crest and identity for the franchise. We had a blank canvas in front of us, and our goal was to create a mark that the people of Los Angeles would wear with pride. A look that they would identify with and rally behind. A crest that would stand the test of time.

LAFC Designer, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding

THE BADGE

Each element of the crest has strong ties to Los Angeles from its shape to the color palette to the unique typeface. The shape of the shield is derived from the Seal of the City of Los Angeles. The black and gold color scheme reflects the success, urban texture, and glamour of Los Angeles. The wordmark is set in Neutraface, an elegant and versatile Art Deco-inspired typeface based on the signage of architect Richard Neutra. This typeface is a nod to downtown Los Angeles’ rich collection of Art Deco buildings dating back to city expansion in the 1920s. At the heart of the crest is a wing, paying homage to the City of Angels and the city’s Aztec and Mexican heritage.

LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding
Sketch, LAFC Designer, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding
Monogram, Sketch, LAFC Designer, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding
Los Angeles Football Club, Wordmark, LAFC Designer, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding
LAFC secondary logo, LAFC Designer, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding
LAFC Wing, City of Angels, LAFC Designer, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding

We chose a single wing to be the centerpiece of the crest. A perfect symbol for the City of Angels, it has historic and multicultural significance. A universal symbol of speed, power, and mobility, the wing is a legendary icon which appears consistently throughout history and across cultures.

LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding

“Strong, Powerful, Triumphant. Black and Gold embody the success, urban texture, and glamour of Los Angeles. A flash of red represents our home in the heart of the city.” – Official LAFC club statement

Official Colors, LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding

Seeing your work come to life is one of the most exciting parts of being a designer. Here is some LAFC apparel, designed by Adidas, that is available for purchase here.

Los Angeles Football Club, LAFC Apparel Matthew Wolff Design

LAFC needed their identity to stand out in both Major League Soccer and LA’s existing sports market.

LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, BrandingMLS logo, crest, badge, 2016, LAFCLAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Adidas, Artist, Graphic Designer, Branding
Mia Hamm and Nomar Garciaparra, LAFC, Crest, Badge, January 7
LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding, Nate Congleton
LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding, Nate Congleton
LAFC, Los Angeles Football Club, Tshirt, Hoodie, Gear, Launch, BlacknGold
LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding
LAFC Crest, LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding
LAFC Badge, LAFC Logo, Matthew Wolff Design, Soccer, Football, Crest, Badge, Logo, Los Angeles FC, Club, Los Angeles Football Club, MLS, Artist, Graphic Designer, Branding
LAFC Snapback hat - photo by soccerbible
Matt Wolff LAFC, Snapback, Designer, Adidas, Los Angeles Football Club, Logo Design

Photo Credit: Nathan Congleton.