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LOS ANGELES FOOTBALL CLUB (LAFC) IS A MAJOR LEAGUE SOCCER CLUB.

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.

I was the designer for Spark Creative House tasked 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.

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.

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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 Crest Inspiration

“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

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

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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" badge designed by Matthew WolffLAFC "Los Angeles Football Club" badge designed by Matthew Wolff
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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 Snapback hat - photo by soccerbible
LAFC Cap Will Ferrell
LAFC Cap Michelle Beadle
LAFC Cap Klay Thompson
Chris Paul LAFC Cap
LAFC Cap james rodriguez
LAFC Cap Baron Davis
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THE INAUGURAL SEASON KITS

Working with the LAFC front office and the Adidas team.

LAFC MATTHEW WOLFF KIT DESIGN HOME JERSEY 2017-18 ADIDAS INAUGURAL SEASON SHOULDER TO SHOULDER
LAFC MATTHEW WOLFF KIT DESIGN HOME JERSEY 2017-18 ADIDAS INAUGURAL SEASON SHOULDER TO SHOULDER
LAFC MATTHEW WOLFF KIT DESIGN HOME JERSEY 2017-18 ADIDAS INAUGURAL SEASON CITY OF ANGELS
CARLOS VELA LAFC MATTHEW WOLFF DESIGN
LAFC MATTHEW WOLFF KIT DESIGN AWAY 2017-18 ADIDAS
LAFC MATTHEW WOLFF KIT DESIGN AWAY 2017-18 ADIDAS INAUGURAL SEASON SHOULDER TO SHOULDER
LAFC MATTHEW WOLFF KIT DESIGN AWAY 2017-18 ADIDAS INAUGURAL SEASON
LAFC MATTHEW WOLFF KIT DESIGN AWAY 2017-18 ADIDAS
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