Concept for the new Los Angeles Lakers logo. The main problem I see in the current visual identity of the team is the use of a different typography. One in the main logo, another in an alternative logo, and yet another in the logo on the team’s jerseys. In addition, the main logo requires a slight refreshment, which will not significantly change its timeless character and will not negatively affect the brand recognition. In order to standardize the visual identity, I decided to use the font from the jerseys’ logo both in the main and alternative logo.