Lakers Font: Wayfinder in the 2024–25 Signature Campaign

In her 2024–25 Signature Lakers project account, design lead Shina Kim-Avalos names Wayfinder as the new primary campaign typeface. She also describes a stronger emphasis on gold. This is evidence for that season’s creative direction, rather than an identification of the slanted Lakers logo or a claim that every Lakers publication uses one family. The account does not identify a public font-file supplier.

Kim-Avalos describes developing a style and asset guide for execution across the 82-game season. Her examples range from the schedule release to a quick-turn Luka Dončić announcement. An independent exercise can reproduce the organizational task: create one schedule card and one breaking-news card with the same heading position, information spacing and date format. Change the message and image area while keeping those rules recognizable.

Try the sample below in Anton and Graduate, explicitly labeled as independent comparisons. Keep the headline short, then place the venue, date and time in a quieter secondary block. Print the two cards beside one another to check whether their hierarchy survives different headline lengths. The brand typography guide explains why campaign type and wordmark artwork need separate attribution. The homepage copyable-text options use Unicode characters; they cannot transfer Wayfinder into another application or generate the official Lakers logo.