A home away from home. For more than 125 years, The Los Angeles Athletic Club has remained dedicated to its mission of providing for the body, mind and spirit of its members. Our private club includes state-of-the-art athletic and spa facilities, award-winning restaurants, bars, luxury meeting, conference, and hotel rooms, and an array of social, business, and athletic events. — laac.com
Over the last 139 years the Los Angeles Athletic Club has seen many versions of downtown LA, but none as appealing and exciting as the current. The city center has grown and the Club’s brand was in need of updating and refinement.
Being the oldest institution in Los Angeles, heritage was a key component in updating the Club and complimenting the hotel. We dug into their archives with a fresh perspective and provided them with a contemporary typographic system, graphics, and refined color palettes to help them reflect their recent renovations and guide their future in downtown Los Angeles
Club Studio used Sweet Sans (Mark van Bronkhorst) and Register (A2 Type) to provide the touch of class and history needed for the Los Angeles Athletic Club.
Additional photography: Steven Counts. Visit Club Studio’s case study for a selection of archive material and complementary branding for other activities and services within the LAAC.