X Games - Rebrand

WKND HRS reimagined X Games at every touchpoint, turning the identity into a full-scale takeover of screens, streets, and competition spaces. We designed a disruptive logo, wordmark, and type system, gave every host city its own color, and carried the identity across broadcast, social, merchandise, athlete ramps, wayfinding, and city-scale billboards. Launched alongside the team-based X Games League, our work spanned creative direction through rollout, defining how the next era of X Games looks, feels, and shows up across the world.

Client: X Games
Category: Design & Motion
Services: Brand Identity, Logo Design, Environmental Design, Out-of-Home, Social Design, Typography
Year: 2025

X Games describes its new mark as built like a trick: precise, balanced and charged with motion. We carried that energy into every piece of the system.

The Brief

X Games announced the rebrand with the X Games League, its first team-based season. One identity had to carry 30 years of history into a new format.

The Idea

Speed and precision in one letter. Record Laser sets the wordmark, and Lateral backs it up, with Extended for titles and Condensed and Medium for everything below.

The System

One kit for every surface: broadcast, leaderboards, wayfinding, ramps, skate decks, merch and city-scale billboards, with a color for each host city.

Type

XG Flex spans seven widths, from Ultracompressed to Ultrawide, and seven weights, from Thin to Black, with italics. One family covers posters, signage and social.

Host cities

Each stop gets its own color. Salt Lake runs red-orange and Aspen runs acid green, across buildings, billboards, wall posters and merch.

Social

The system scales down to feeds and stories, with a post grid and a story set for each event.