LA Rams: brand identity by DixonBaxi
Horns outsince 1937.
Powered by the team. Rooted in Los Angeles. Amplified by the fans. As big as the Pacific, as powerful as the sun above it. Royal and Sol, with defiance. On the biggest stage, under the brightest spotlights, we stand side by side, ready to collide, with whoever dares face us. Horns out, where we belong.
From theblock to L.A.’sbiggest stage.
We brought the Rams closer to the culture of Los Angeles, creating a living identity built to move from neighbourhood to stadium, fan to team, physical to digital, culminating in an 80-million-pixel game-day experience at the heart of SoFi.
“The whole place smells like grilled onions and victory.”
Builtblock to block.
L.A. isn’t one city. It’s a hundred. Built block by block. Layers, energy, endless expression. We created a brand system powered by Angeleno neighborhood culture. A hundred cities. One Rams.
From
A team that has moved and adapted across 90 years of history.
To
A team that is finally feels like it’s home.
The game.The city.The fans.United byone team.
UnmistakablyLA Rams.
A defiantly original DNA runs through everything: from raw attitude to the cheeky details. We built on that to make the Rams more connected, more cohesive and louder than ever.
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Outline crop
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Fueled byThe fans.
Connecting people through the power of community. From match-day rituals and wearing your colours to showing up for your team, fandom is baked into every part of the experience – bringing fans closer to the team they love.
ReimaginingAn experienceAmplified toInfinity
The Infinity Screen. SoFi.
SoFi Stadium:
The Infinity Screen
The platform
The play
The field
The ultimate L.A. experience
SoFi.80 million pixels. One story.
At the heart of SoFi Stadium, the Infinity Screen puts every fan inside the action. We transformed 80 million pixels into one living canvas: Rampage, swagger, players, fans, memories and moments, choreographed to amplify the drama of game day.
Orchestratedlive, every game.
Thousands of elements. Real-time action. Infinite combinations. A living system that responds to the game as it happens, building anticipation, amplifying emotion and carrying the experience from stadium to screen to social.
To win a game, it takes a team.
“fuck their process.”*we did.
*said by our awesome client.
Horns out
What was the deal?
From the minute we met the Rams team, I was struck by how genuinely united they felt. Defiantly Original since 1937 wasn’t just a line – you could feel that attitude running through everything they did. There was an incredible legacy to build from, which made the opportunity both exciting and a real responsibility.
Spending time in LA made it all click. From Woodland Hills to Venice Beach and, most importantly, experiencing a game at SoFi Stadium, we began to understand the scale, energy and diversity that surrounds the team. That feeling of different communities coming together became something we kept returning to.
Block to Block captured that perfectly. LA is a city made up of distinct neighbourhoods, communities and cultures, all with their own character but somehow part of the same whole. The Rams felt the same. It gave us an idea that could connect everything without making everything feel the same.
Seeing that idea eventually come to life at SoFi was pretty surreal. Watching the work stretch across 80 million pixels of the Infinity Screen, surrounded by thousands of fans reacting to the game, made it feel less like a design system and more like something living.
We created something with a strong idea at its heart, but enough freedom to keep surprising you. Something that respects where the Rams have come from, feels completely connected to where they are today, and gives them the space to keep being Defiantly Original into whatever comes next.
Libby Tsoi — Creative Director
