LA Link

Naming, Brand Identity, Logo Design

The LAX Automated People Mover, scheduled to open in a few years, solidifies the important connection between the airport and the city beyond, connecting over 88 million passengers with their final destinations. Working with a multi-disciplinary team, we developed a complete identity for the project, including naming, logo, and a graphic system that will become crucial to the development of the brand’s wayfinding needs.

The name, the logo, and the pattern are integrated into a cohesive system. The LAX Link logo, composed of a a single strip that forms individual links arranged as a directional arrow toward the future, is the basis of the pattern for the train wrap.

As the logo is seen in movement, it builds into an experiential pattern, it creates a vibrant, colorful network that connotes connection, direction, and destination out of the figures that overlap. The resulting visual language is universally recognizable for the more than 88 million passengers who will visit LAX — there is something both unique and familiar about the lace-like pattern wrapping the trains linking visitors in the efficient access system. The pattern allowed the team to develop a bold collection of merchandise helping the new brand to stand out in a crowded space.