The LA Kings have officially revealed a new chapter in their brand identity, showcasing updated team logos and design elements. Central to this evolution is a refreshed primary mark that pays homage to the club’s history, incorporating elements from both their 90s era and the original crown emblem from their founding in 1967. Alongside the new logo, the Kings have introduced fresh word marks, a new brand font, and an enhanced color palette featuring a striking “enhanced silver,” set to debut on upcoming team jerseys.
This comprehensive rebranding effort comes into immediate effect, aiming to embody the Kings’ enduring legacy while looking ahead to future innovations. The new logo reimagines the iconic design worn by the Kings from 1988 to 1998, now integrating an updated version of their inaugural “Kings Crown.” The team’s core colors of Black, Silver, and White remain unchanged.
Accompanying the announcement, the Kings launched an official video, brand assets, and a special podcast to highlight the visual aspects of their transformation. The organization views this rebrand as a testament to their storied history and a cornerstone for the franchise’s future growth.
Luc Robitaille, Kings President and Hockey Hall of Famer, expressed excitement about the collaborative process behind the rebrand, involving feedback from current and former players. Kelly Cheeseman, Chief Operating Officer, emphasized the organization’s pride in ushering in a new era of Kings Hockey and invited fans to engage in this milestone through exclusive merchandise events at Crypto.com Arena.
The culmination of a two-year development process, the new Kings logo reflects a meticulous fusion of past and present aesthetics. It expands upon the classic 1988 design, incorporating wider dimensions for enhanced text and crown prominence. Modifications include a thicker font with refined speedlines and improved legibility for the “LOS ANGELES” and “KINGS” labels.
In retiring their most recent primary logo, introduced in 2008, the Kings embrace a fresh visual identity that aligns with their championship legacy and ongoing commitment to excellence.
