LA Kings unveil brand evolution

The LA Kings today officially announced and unveiled a brand evolution consisting of new team logos and design elements. In particular, the team’s new main brand, which incorporates core elements from the club’s 90s era and the original crown from the team’s founding in 1967. In addition, the club introduced new wordmarks, a brand font and an updated color palette, with a new ‘enhanced silver’ logo. ”, which will be shown on the club’s new jerseys introduced next week. All markings are effective immediately.

The new logo is an updated version of the Kings’ iconic logo from 1988-1998 and now features an updated version of the original “Kings Crown” from their first season in Los Angeles. The official team colors remain black, silver and white.

As part of the announcement, the Kings released the club’s official launch video, branded merchandise and a special podcast highlighting images of the rebrand. The organization believes that the new branding reflects the club’s strong heritage and is a recognized pillar brand that will help the hockey club achieve its long-term future.

“This has been an extensive, collaborative process, and we are pleased to roll it out to our fans and the city of Los Angeles,” said Kings President and Hockey Hall of Famer Luc Robitaille. “This evolution is rooted in our 57-year history and embraces the elements of our eras. It also included interface and feedback with players past and present, and sets the stage for expansions and new iterations in the future.”

Kelly Cheeseman, Kings Chief Operating Officer, said: “We are incredibly excited to unveil our new design elements as we believe they represent the very best of the LA Kings. From owner to player, our organization is proud to usher in a new era of LA Kings Hockey. We are happy that our fans can be part of this with us.”

For the first time, fans can purchase merchandise in person at the Team LA Store at Crypto.com Arena, which will be open this weekend to exclusively sell new Kings merchandise. On Friday, from 11am to 2pm, members of the Kings alumni and broadcast team will be in attendance at a special celebratory event, as will Bailey, our DJ, and in-arena hosts and LA Kings Ice Crew members. Team LA store hours are Friday 11-5, and Saturday (10-6) and Sunday (10-6).

Two years in the making, the unveiling of the evolution of the Kings brand is highlighted by the team’s new main logo. The new primary brand for the Kings is inspired by the classic 1988 logo – which debuted in 1988 at the same time the Kings acquired Wayne Gretzky – but includes subtle differences that modernize the design.

This logo has been carefully hand-drawn and reflects elements from all eras of Kings hockey. The overall shape has been enlarged by widening the vertical portion, making room for a larger “LOS ANGELES” text and a more prominent crown. This increased width also reflects the most earlier logo shape.

In addition, the horizontal section has been raised, making room for the center piece: the heavier ‘KINGS’ text with speedlines. The font is thicker and slightly less italic. Although the number of speedlines has been reduced, their thickness has increased and each speedline is unique in length and shape. The white drop shadow on the “KINGS” text now falls on the left, enhancing the sense of movement from left to right, and the font for the words “LOS ANGELES” and “KINGS” has been changed to increase readability.

As part of today’s announcement, the Kings have officially retired the team’s most recent main logo, which first appeared in 2008 as part of an alternate jersey. The team soon after adopted the logo as its main feature, and the Kings captured both of their Stanley Cups wearing the black version of that jersey.

The Kings have worn several versions of the 1988-1998 jersey in recent years, including the past three seasons in what the club called the 1990s Era Heritage Jersey.