LA Kings Unveil Brand Evolution
June 20 2024 - 3:55PM
Business Wire
New Core Elements Connect Club History Under
the Theme “Legacy Moves Us Forward”
New Jerseys to Be Unveiled Next Week
The LA Kings today officially announced and unveiled a brand
evolution consisting of new team logos and design elements.
Specifically, the team's new primary mark, which contains core
elements from the club’s 90s era and original crown from the team’s
inception in 1967. Additionally, the club introduced new word
marks, brand font and updated color palette, which features a new
“enhanced silver,” which will be showcased on the club’s new
jerseys that will be introduced next week. All marks go into effect
immediately.
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The new logo is a reimagined version of the iconic logo the
Kings featured from 1988-1998 and now features an updated version
of the original “Kings Crown” from their inaugural 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, brand assets, and special podcast which
highlights the visuals of the rebrand. The organization feels the
new branding reflects the club’s strong legacy and is a recognized
pillar brand that helps carry the hockey club into its long-term
future.
“This has been an extensive and collaborative process, and we
are thrilled to roll this 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 involved interface and
feedback with players both past and present, and it sets the stage
for extensions and new iterations in the future.”
Said Kings Chief Operating Officer Kelly Cheeseman: “We are
incredibly excited to unveil our new design elements as we believe
it represents the very best of the LA Kings. From ownership to our
players, our organization is proud to usher in a new era of LA
Kings Hockey. We are excited for our fans to be part of this with
us.”
Fans can purchase merchandise in-person for the first time at
the Team LA Store at Crypto.com Arena which will be open this
weekend to exclusively sell new Kings merchandise. On Friday, from
11 a.m.-2 p.m., members of the Kings alumni and broadcast team will
be at a special celebratory event, as will Bailey, our DJ, and
in-arena hosts and LA Kings Ice Crew members. Team LA store hours
will be Friday (11-5), and Saturday (10-6) and Sunday (10-6).
Two years in the making in terms of development, the reveal of
the Kings brand evolution is highlighted by the team’s new primary
logo. The new primary mark for the Kings draws inspiration from the
classic 1988 logo – which debuted in 1988 at the same time the
Kings acquired Wayne Gretzky – yet incorporates subtle differences
that modernize the design.
Meticulously hand-drawn, this logo reflects elements from all
eras of Kings hockey. The overall shape has been expanded by
widening the vertical section, providing space for a larger “LOS
ANGELES” text and a more prominent crown. This increased width also
mirrors the most previous logo shape.
Additionally, the horizontal portion has been heightened,
allowing room for the centerpiece: The heavier-weighted “KINGS”
text with speedlines. The font is thicker and slightly less
italicized. While 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 side, enhancing the sense of movement from left to right, and
the font for the words “LOS ANGELES” and “KINGS” were changed to
increase legibility.
As part of today’s announcement, the Kings officially “retire”
the team’s most recent primary logo, which made its debut in 2008
as the featured element of an alternate jersey. The team soon
thereafter adopted the logo as its primary mark, and the Kings
captured both of their Stanley Cups wearing the black version of
that jersey.
The Kings have worn various versions of the 1988-1998 jersey in
recent years, including the past three seasons in what the club
referred to as the 90s Era Heritage Jersey.
– LAKINGS.COM –
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Jeff Moeller – Senior Director, Business Communications and
Heritage | (310) 535-4544 | jmoeller@lakings.com