Marvel Entertainment

Marvel Legends of LAX Logo Design

Our design team was engaged by Marvel Entertainment to create a logo to represent a multi-year partnership between Marvel and the National Lacrosse League, entitled Marvel Legends of LAX.

The partnership between the two brands is focused on honoring and popularizing lacrosse’s indigenous origin story with game-specific promotions starting in the 2023-24 NLL season. With the history of lacrosse as the central theme, a custom comic  book was written by Paul Allor, in close collaboration with the NLL’s indigenous consultants, drawn by indigenous creator Shaun Beyale, with a cover created by JL Giles.

The custom comic book will be available exclusively at designated Marvel Super Hero™ themed games, which will be hosted by every NLL team during each year of the program. The same core story will be offered in each market, with Marvel producing variations of the cover design featuring star players from each NLL team.

Our logo design for the partnership leverages a holding shape inspired by the beveled shield from the NLL logo. Two crossed lacrosse sticks matching the angle of the base of the shield overlay a custom type treatment for LAX. The three letterforms incorporate an inline made of indigenous graphic motifs, which are also echoed in the left and right bevels of the shield.

The partnership logo design uses a bold red, green and purple from the aurora borealis-inspired NLL brand color palette, along with the black and grey tones from the league’s logo.

Marvel Legends of LAX logo