After over a year of speculation from the NFL’s top brass, San Diego Chargers owner Alex Spanos announced on January 11, 2017, that his team would be moving to Los Angeles (LA). One of the very first moves made by the organization was presenting a new logo for their fans, a move that was ridiculed by fans and media. One day later the new Los Angeles Chargers revealed their new logo via their Twitter page.
This announcement of the Chargers coming to LA comes just one season after the St. Louis Rams moved from Missouri to find a new home in Los Angeles. After more than two decades with no NFL teams, the city of Los Angeles will now have two to root for. Both teams will share the same stadium, a facility located in Inglewood, California that will cost upwards of $2.6 billion. The stadium broke ground in November of 2016 and is planning to open for the 2019 NFL season.
Fans and the media criticized the logo for being so similar to the Los Angeles Dodgers logo. The team responded to the backlash by changing the colors of the logo, from a Dodger-looking blue and white to a more Chargers-looking baby blue and gold. Media and fans called this move lazy.
Chargers president of business operations A.G. Spanos spoke on why the organization decided to change the logo. “The logo that was revealed on Thursday was meant to help launch our brand into the market and supplant — not replace — our official team marks,” said Spanos. “Clearly, we miscalculated how the logo would be received, and we’ve taken it out of the rotation. If we make a mistake, we own it, learn from it, and move on without looking back.” Spanos also said that the Chargers might take another shot at an L.A. logo “down the road” sometime in the future.
The Chargers changed the logo for the third time in as many days, making it even more like the original “San Diego Chargers” logo.
The Chargers observed their mistake and dealt with it in a prompt manner, changing the logo twice within one day due to criticism. Although the changes were made swiftly and there is a temporary logo in place, the organization still received tons of backlash for an event they could have seen coming. The Chargers were successful in changing the logo quickly but failed to find a logo that would make fans happy in an already-tense time for the organization.
While the Chargers logo reveals was a source of ridicule and allowed the Los Angeles Rams to gain more fans possibly, the public relations team has an opportunity now to show how much they respect the opinions of their fans. By not allowing fans to vote online or via social media for a logo, the Chargers missed on a big PR opportunity. Four years ago the NCAA College Football Playoffs were looking for a new logo and allowed the fans to vote between four options. The voting created buzz for the organization and provided a logo that most fans love.