Los Angeles Beat Reveals New Logo Design

The Los Angeles Beat (Beat), a sports team in the Pro Padel League (PPL), which is North America’s top professional padel league, has revealed the first part of its rebranding.

The new design – featuring new main and secondary logos, brand guidelines, and an updated colour scheme – was created in collaboration with creative agency, The Working Assembly (TWA).

"With the Beat, we wanted to create an identity that feels bold, alive, and unmistakably Los Angeles," says Jolene Delisle, founder and head of TWA.

Adding: "It’s more than a logo or colour palette. It’s about building a brand that players are proud to wear and fans are excited to rally behind. Our goal is to make something that lasts and truly connects."

"Our initial rebranding rollout is about more than the start of a new identity – it’s about building a lifestyle brand that people connect with every day," further comments Corey Eisen, Beat's president and general manager.

This unveiling is the first step in a rollout that will last through the 2026 season, with broader applications across uniforms, merchandise, digital platforms, fan engagement, and marketing campaigns.

Padel, a sport that blends tennis and squash, was created in Mexico in 1969 by Enrique Corcuera.

It is always played in doubles on a closed court and is considered the fastest growing racket sport in the world.

There are an estimated 100,000 padel players and 500 padel courts in America, while globally, the sport has around 30 million players and 63,000 courts.

Source: Beat