After receiving the feedback for the 1st submission, I decided on a playful but also professional typeface that has a psychedelic vibe combined with a modern sanserif to create a clear hierarchy. To show a bit of the brand character in a subtle manner a personalized A, that share a fist salute with the L was the best solution.
At the end, a bright 5-step gradient was added to bring the 70s-ish feel.