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Chargers admit mistake, ditch initial L.A. logo

Not long after the Chargers announced their move to Los Angeles, they unveiled a new logo. It didn’t go well.

To their credit, the Chargers heard the criticism, they agreed with it, and they have taken action. The much-criticized L.A. logo, which appeared to be based on the Dodgers’ logo, is gone.

“The logo that was revealed on Thursday was meant to help launch our brand into the market and supplement — not replace — our official team marks,” Chargers president of business operations A.G. Spanos said in a statement provided to PFT. “Clearly, we miscalculated how the logo would be received, and we’ve taken it out of the rotation.”

A.G. Spanos emphasized that this is the identity of the team. “If we make a mistake, we own it, learn from it, and move on without looking back,” he said.

Spanos said that the team may “take another shot” at an L.A. logo “down the road,” and that the franchise is considering ways to involve the community’s voice in the process.

“If the ultimate outcome of this episode is something really special that L.A. fans help create and truly love, that’s a win,” Spanos said.

Plenty of other businesses would have doubled down in the face of the criticism, stubbornly adhering to an approach that had already become a punch line by refusing to look beyond an echo chamber that regards any opinion different from theirs as wrong. The Chargers have, during a hectic and challenging week, found a way to engage in an objective assessment of a bad decision and to reverse it.

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87 Responses to “Chargers admit mistake, ditch initial L.A. logo”
  1. howiehandles says: Jan 14, 2017 1:36 PM

    Sensing a trend of mistakes with this organization.

  2. Seprix says: Jan 14, 2017 1:37 PM

    But I liked the logo!

  3. ihavepriors says: Jan 14, 2017 1:37 PM

    Chargers announce their new name is, wait for it, The Angeles Abortions.

  4. weepingjebus says: Jan 14, 2017 1:37 PM

    RGIII might have some spare logos lying around.

  5. bleedingfacemask says: Jan 14, 2017 1:38 PM

    Call RG3, I’m sure he’d be happy to help with a new logo.

  6. aqibhasmorepick6sthantylaw says: Jan 14, 2017 1:38 PM

    Called it!!! It was worse than the 49ers logo from 20+ years ago.

  7. raidernation37 says: Jan 14, 2017 1:39 PM

    Maybe the 12 chargers fans in LA can draw something up for them that isn’t a complete ripoff of another teams logo

  8. ajgreenhof says: Jan 14, 2017 1:40 PM

    The Chargers have the best logo and uniforms in the leagues.

    Completely clueless if they try/tried to change it.

  9. shaggytoodle says: Jan 14, 2017 1:40 PM

    I understand rebranding, but that was one of the weakest, attempts at a logo I have ever seen. I understand you don’t want to go overboard on a logo, and make it “too busy” but that was something a LA grade schooler would have created, if anyone cared about the team moving there from San Diego.

  10. geeeeemen says: Jan 14, 2017 1:40 PM

    Embarrassing logo but respectable response to the criticism.

  11. swampmule says: Jan 14, 2017 1:40 PM

    Glad to see everyone making this as difficult a transition as possible for the Spanos family

  12. codiablo says: Jan 14, 2017 1:41 PM

    Now LA has 2 horrible teams…stupidest move ever.

  13. sdsmooth says: Jan 14, 2017 1:41 PM

    It’s called dysfunction. Enjoy it LA Charger fans. Just be thankful the Minnesota Vikings and Cleveland Browns exist.

  14. reptar310 says: Jan 14, 2017 1:42 PM

    The 49ers did something similar when they changed the logo on their helmet form an SF to 49ers. They held a press conference and everything. The fans were livid and they admitted their mistake and changed it back the next day. It happens Chargers, don’t feel too bad.

  15. magnusthe1st says: Jan 14, 2017 1:42 PM

    Well, at least the organization isn’t COMPLETELY inept.

  16. xxsweepthelegxx says: Jan 14, 2017 1:43 PM

    Wow, never thought that would happen. Good for them to listen to public opinion, kudos.

  17. reddzen says: Jan 14, 2017 1:43 PM

    Love the last paragraph Florio. And you are 100% right. Good on the Chargers. It’s good to see someone actually looking at fans’ reactions in the NFL – for once.

  18. 72DolphinsStillUnmatched says: Jan 14, 2017 1:44 PM

    Does the Spanos family do anything that isn’t a mistake and complete embarrassment?

  19. dickshotdogs says: Jan 14, 2017 1:46 PM

    Now, reverse the head coach hire.

  20. dasmol says: Jan 14, 2017 1:48 PM

    Change everything up.

    Just don’t leave the name to social media, or you’ll be stuck with Chargie McChargerFace.

  21. draculalambert says: Jan 14, 2017 1:48 PM

    Yes! Just use the 60s as a template and tweak it very little

  22. celticsforever says: Jan 14, 2017 1:49 PM

    They didn’t give it much thought because it is going to be a 1-year logo….

    2017 – sell as many “new” jerseys as you can with whatever bargain-basement logo they come up with for the LA Chargers.

    2018 – when they rebrand into the LA Electricians, LA Volts, Amps, Ohms, whatever they end up calling themselves – they will go all-in selling those jerseys.

  23. guadalahonky says: Jan 14, 2017 1:49 PM

    “If we make a mistake, we own it, learn from it, and move on without looking back,” he said.

    I hope L.A. remembers the Chargers front office stated this.
    You will be seeing more and more blunders from the new worst owners in the NFL. The Brown Family has been surpassed by the Spanos family.

  24. lurkerkerker says: Jan 14, 2017 1:50 PM

    Can the league please intervene and Donald Sterling the Chargers from this numb suckhole of a family? LA doesn’t want you!

  25. xpensivewinos says: Jan 14, 2017 1:52 PM

    Says a lot about the organization that they thought that was a good logo in the first place………

  26. onebuffalove716 says: Jan 14, 2017 1:56 PM

    Let me fix that for you:

    Chargers admit mistake, ditch LA move altogether.

    As a Bills fan I had this to deal with for years, I feel for the fans who put in so many resources to support them over the years. Same thing to the St. Louis fans too.

    I just can’t help but wonder if there are enough buses in the world to run over Kroenke and Spanos with..

  27. bert1913 says: Jan 14, 2017 1:56 PM

    at least the niners didn’t have to change their logo

  28. exinsidetrader says: Jan 14, 2017 1:58 PM

    They should call the team the “LA Illegals”

  29. firstand4ever says: Jan 14, 2017 2:01 PM

    It was a LAme and LAzy logo but they have to incorporate LA somewhere in the logo. Chargers already have the coolest uniforms and logo in sports. They really don’t need to add anything.

  30. cyberbucs says: Jan 14, 2017 2:07 PM

    First thing that crossed my mind when I saw the logo was the Dodgers and Tampa Bay Lightning mixed together

  31. joetoronto says: Jan 14, 2017 2:08 PM

    They’re almost as clueless as the Bills, almost.

    London Bills 2020

  32. Ferdinand says: Jan 14, 2017 2:16 PM

    Or maybe they saw how easy and quickly the Dan Patrick Show turned it into a mocking T-shirt and realized that if a show that has been very benign toward them could do this, imagine what could be done by those who really hated them.

  33. touchdownamericasteam says: Jan 14, 2017 2:27 PM

    Just rip off blitz the league 2 and call them the LA Riot

  34. mojodoa says: Jan 14, 2017 2:29 PM

    Damn, makes you feel bad for Chargers fans.

  35. irimz says: Jan 14, 2017 2:34 PM

    just sell the team already!

  36. vanmorrissey says: Jan 14, 2017 2:41 PM

    Typical Spanos family move bungling their way around just like they’ve done with their team. Good riddance.

  37. learysdisciples says: Jan 14, 2017 2:42 PM

    LA County Blues

  38. spoaktown707 says: Jan 14, 2017 2:43 PM

    This is why the Raiders have the best logo in sports.
    Changed very little from the old school one, which was awesome in it’s own right.
    I can’t believe I feel bad for the Charger fans, but I do. Spanos and company are a complete train wreck.
    This move to LA will be a complete disaster, The Raiders own LA, If and when they move to Vegas, it will be confirmed.

  39. flipola says: Jan 14, 2017 2:44 PM

    Wow, poor guy that created that logo prob got fired real quick

  40. rexryansboobs says: Jan 14, 2017 2:50 PM

    good move

    it sucked

  41. coloradofort says: Jan 14, 2017 2:58 PM

    The arrogance of the NFL and Chargers is just telling……moving this team to LA is a disaster……this Logo debacle is just the start…..grab the popcorn

  42. paulieorkid says: Jan 14, 2017 2:59 PM

    The logo that was previously in place was strong. They need to contemplate the old adage, “Whatever aint wrong, don’t fix it.”

  43. pacstud says: Jan 14, 2017 3:00 PM

    You know you’re bad when after two decades of ownership the best that can be said is, “Hey, they admitted to yet another stupid move.”

  44. nflhof says: Jan 14, 2017 3:01 PM

    The Spanos family is a complete clown show.

  45. Buttfuqer says: Jan 14, 2017 3:03 PM

    Mistake after mistake after mistake with this organization and its ownership

  46. elmerbrownelmerbrown says: Jan 14, 2017 3:06 PM

    The second one is just as bad !

  47. kingpel says: Jan 14, 2017 3:22 PM

    You could make the argument for the Rams and Raiders to return to LA but this Charger move does not seem to have any support at all. I hope the lease with Kroenke is a year to year so the Chargers can continue to negotiate with San Diego because this LA experiment is shaping up to be a nightmare.

  48. a1b24312 says: Jan 14, 2017 3:29 PM

    since they annulled the logo can they annul the strange hiring of Lynn?

  49. pfatalbert says: Jan 14, 2017 3:31 PM

    Ron Burgundy could run this organization better than the Spanos’es

  50. screwmemean says: Jan 14, 2017 3:32 PM

    Too much time spent on the cosmetics, nothing spent on quality of product on field.

  51. paulieorkid says: Jan 14, 2017 3:32 PM

    The Chargers’ logo that was previously in place was strong. They need to contemplate the old adage, “Whatever aint wrong, don’t fix it.”

  52. t50000 says: Jan 14, 2017 3:36 PM

    As a fan of the Chargers for 35+ years, really all I want them to do is start winning.

    I would rather they stayed in San Diego, but if they start winning, I will overlook their move to Los Angeles. I will overlook the hiring of Anthony Lynn-there were better candidates available.

    What I really think is the Chargers won’t come close to filling a stadium in their new home and Lynn will be in it way over his head. The 2017 Chargers will be 3-13

  53. sandman34rt says: Jan 14, 2017 3:36 PM

    I like it. I would but a hat with that logo on it.

  54. yourunclerico says: Jan 14, 2017 4:04 PM

    big moment of growth for spanos. he usually gives his mistakes extensions.

  55. bc781kcchiefs says: Jan 14, 2017 4:08 PM

    “If we make a mistake we own it, learn from it, and move on without looking back”. The move to LA is a complete mistake, so we learned from it and have decided that the moving vans will keep moving and our next stop is one of the following; San Antonio, St. Louis, Portland, Oklahoma City. Which ever city receives the least amount of negative votes will be our choice, oh yea, somebody needs to build us a stadium also.

  56. MTLighthouse69 says: Jan 14, 2017 4:27 PM

    They need to come up with a brand new name across the board. Leave the “Chargers” name, colors and logo in San Diego. Yes, I know the Chargers were in LA for one season, but the bulk of their existence was in San Diego. Some of the fans actually voted for a new stadium in San Diego, leave the name for them and the rest of the diehard fans. It isn’t there fault that the vote for a stadium was defeated.

    Way back when, the Colts made the same stupid mistake by taking the “Colts” name and colors from Baltimore to Indianapolis. There are still members of the media that accidentally call them the Baltimore Colts.

    The NFL should have come up with the money to help the Chargers build a new stadium, and any other team that is struggling to build a new stadium.

    Trying to globalize the game and moving teams to larger markets will end up ruining the league. With out the every day “Joe and Jane” type fans, the league will start to shrink in popularity.

    How many times does the league think that teams can be yanked from their fan bases, before fans quit watching. Just look at the responses online. Not just here, but also at other commenting sites. The NFL has to be concerned. But then again, the NFL owners probably think that they can’t kill the goose that lays the golden eggs. Just keep moving to bigger markets, screwing over the fans that have followed their teams for decades. Just build it and they will come. If they think that, they are wrong. They are out of touch.

    This is one former Charger fan that isn’t going to follow the new Chargers or any other team.

  57. friscokid49 says: Jan 14, 2017 4:28 PM

    Why not

    San Diego chargers of Los Angeles

  58. pantherpro says: Jan 14, 2017 4:29 PM

    Raiders own LA but couldn’t draw squat when the were there. Allegedly have great fans in Oakland but they have a tarp because they cant sell tickets and led the NFL in blackouts! Give me a break. That’s why they are leaving a second time for Vegas. Later Oaktown

  59. todde30 says: Jan 14, 2017 4:54 PM

    Typical Chargers! A mistake at every turn. Embarrassing! Own up to 56 years of mediocrity and poor performance! Former Charger fan.

  60. MTLighthouse69 says: Jan 14, 2017 5:00 PM

    riscokid49 said:”
    Why not

    San Diego chargers of Los Angeles”


    If you want to go down that road, then they might as well name themselves the:

    Southern California Chargers.

    That way, they can try to lure back some of the San Diego Chargers fans without them having to try to choke down the name Los Angeles.

  61. skawh says: Jan 14, 2017 5:17 PM

    The Charger put up a LOGO weather balloon. It got badly punctured and floundered to the ground, just like their organization.

  62. sabatimus says: Jan 14, 2017 5:18 PM

    As logos go, it’s not great, but not bad. Yes it looks like the Dodgers’ logo. But it’s not like it’s the London Olympic logo…

  63. mdintino1420 says: Jan 14, 2017 5:24 PM

    The Los Amgeles Chargers will come up with a better logo. It will take some time. They should rebrand to come up with a name more fitting for Los Angeles:


  64. mdintino1420 says: Jan 14, 2017 5:34 PM

    The Raiders are a Bay Area team, and will become a southern Nevada team. The Raiders haven’t played in Los Angeles since 1994. People in Los Angeles love the Rams and Chargers. They don’t give a flip about the Raiders. Why would they hang onto a team that left over 20 years ago?? People in Los Angeles can choose between the Rams and Chargers.

  65. jmoney2016 says: Jan 14, 2017 5:47 PM

    Hmm… Just throwing this idea into the ring. How bout a stick figure made from the Chargers normal lightning bolt, but with a dysfunctional look on face or hand gestures of dysfunction? i.e. Confused look of dismay, Head in hands,covering eyes,pulling out hair. Hearing from their fans, (which I do feel bad for btw)that seems to be the ongoing opinion of many. Plus it’d be very inclusive to Chargers. No other team would take offense or accuse copy cat on that one. — meant as dig at ownership for the whole past number of years and the announcement leaving in middle of night.Nothing against the loyal fans of S.D. Only hope for best of luck to them and hopefully something better to come to them someday.

  66. 3menandablog says: Jan 14, 2017 6:00 PM


  67. snowyphile says: Jan 14, 2017 8:18 PM

    Electric eels?

  68. davidu9 says: Jan 14, 2017 8:34 PM

    That’s all this silver spooned ownership does – miscalculate. No business owning a NFL franchise, let alone getting the green light for Los Angeles. WE DO NOT WANT YOU. Get lost.

  69. 4ever19 says: Jan 14, 2017 8:50 PM

    It looked like something that would have been fashionable in the early 60s – which was the last time the Chargers were relevant.

  70. racerxxxx says: Jan 14, 2017 10:59 PM

    “A.G. Spanos emphasized that this is the identity of the team. “If we make a mistake, we own it, learn from it, and move on without looking back,” he said.”

    moving from San Diego is a mistake

  71. zztom45toms says: Jan 14, 2017 11:31 PM

    Keep the current logo, it’s a good one. But get some new colors!!!!!!

  72. alleycat702 says: Jan 14, 2017 11:45 PM

    mdintino1420 says:
    Jan 14, 2017 5:34 PM
    The Raiders are a Bay Area team, and will become a southern Nevada team. The Raiders haven’t played in Los Angeles since 1994. People in Los Angeles love the Rams and Chargers. They don’t give a flip about the Raiders. Why would they hang onto a team that left over 20 years ago?? People in Los Angeles can choose between the Rams and Chargers.

    People in LA don’t give a flip about the Raiders? What have you been smoking? When the Chargers play the Raiders in LA, it’s still going to seem like a Raiders home game, just like it did in San Diego. You obviously don’t know LA very well.

  73. bobcat666 says: Jan 15, 2017 1:55 AM

    How about L ! A with the lightning bolt between them, parting them like stones parted by a bolt from above?

    OR, better yet, don’t mention the city at all, and go with the single moniker style like “Prince” “Cher” and others, with the “Chargers”.

  74. theraidersreallysuck says: Jan 15, 2017 2:06 AM

    Spanos, you are so disconnected to your consumer base in such a sad and pathetic way. You handled a much less demanding fan base in San Diego like a first year marketing student and you think you can garner the respect and admiration of LA? lol

  75. witchrunner says: Jan 15, 2017 10:23 AM

    I’m of the theory that if it ain’t broke, don’t fix it. Along this line, I think most teams did a disservice when they “modernized” their logos 20 or so years ago. The Pats had a great logo and went to some freaky stretched out head. The Bills had a great Buffalo and went to pop art version of a buffalo.

  76. jdillydawg says: Jan 15, 2017 11:23 AM

    “Other teams may have doubled down…”

    Of course, that was that quick call from the Dodgers front office: “You do know that looks almost exactly like our logo, don’t you? Really, I don’t have to have our lawyers send a Cease and Desist letter, do I?”

    It’s a bit mind boggling that the Chargers released that logo. It’s almost as if they thought they could disguise themselves as a baseball team, ride out of town at sunset, and then just reappear as a football team down the road and everyone would be thrilled.

  77. imodan says: Jan 15, 2017 12:38 PM

    You ask any kid today what a charger is and they will tell you it’s the thing that recharges their cell phones or tablets and such. C’mon people, how hard is it to incorporate a “charger’ and it’s cord and a lightning bolt together? It’s at least an original idea, no?

  78. b412 says: Jan 15, 2017 2:33 PM

    It must suck to be an old Chargers fan right now. I wouldn’t spend a nickel on the “new” Chargers.

  79. sdcharger123 says: Jan 15, 2017 2:59 PM

    Their welcome “rally” today was rescheduled to a press conference on Wednesday that’s closed to the public because they weren’t confident anyone would actually show up.

  80. cubb1 says: Jan 15, 2017 3:00 PM


  81. tomcoot says: Jan 15, 2017 4:24 PM

    Didn’t a similar thing happen on South Park a while ago?

  82. esorick says: Jan 15, 2017 5:49 PM

    It should read. “Chargers admit failure as a franchise” because that’s what they are.

  83. mdintino1420 says: Jan 15, 2017 10:48 PM

    Spanos had to move out of San Diego, but he should have given STL and San Antonio more consideration. The Chargers would have been the featured team in those markets.. Los Angeles is the 2nd largest market in the U.S., but there are many more teams to compete with.

  84. mdintino1420 says: Jan 15, 2017 10:57 PM

    They should use the Carson site for the Dodgers. They need a new ballpark.

  85. guyjuneguyjune says: Jan 16, 2017 4:01 PM

    Hello Football Fans. The name is Carson City Chargers..for a long time. Don’t believe the lie that fans didn’t like the logo. The LA Dodgers telephone the Charger legal office and threatened a suit for logo infringement if they didn’t change. Don’t believe anything the Spanos’ tellyou.

  86. ProFootballRealignment says: Jan 18, 2017 6:58 AM

    Tucson Chargers.

  87. mushroommike says: Jan 18, 2017 12:31 PM

    theraidersreallysuck says:
    Jan 15, 2017 2:06 AM
    Spanos, you are so disconnected to your consumer base in such a sad and pathetic way. You handled a much less demanding fan base in San Diego like a first year marketing student and you think you can garner the respect and admiration of LA?
    What consumer base? Every game there looked like a home game for the opponents. Broncos, Raiders, and Chiefs colors dominated the colors in that stadium the last few years.

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