After months of anticipation, the LA Kings have officially released the early details of their brand evolution project. Effective immediately, the team has a new primary logo “which contains core elements from the club’s 90s era and original crown from the team’s inception in 1967.”
Other items mentioned in the early morning press release include a new brand font and updated color palette — featuring a new “enhanced silver.”
The new look draws inspiration from the 50-plus years of franchise history. It’s a “reimagined version” of the iconic look from the early 90s, as well as incorporates a modern version of the original Kings crown used during their their inaugural season in Los Angeles, back in 1967.
Throughout the processes, team officials felt it was important to “reflect the club’s strong legacy… and help carry the hockey club into its long-term future.”
It was a design journey that first began two years ago and took many twists and turns along the development path. Key notes from the design include drawing inspiration from the classic 1988 logo, while also adding a more modern feel. Said to be “meticulously hand-drawn,” this new logo was meant to be influenced by “all eras of Kings hockey.”
With a similar overall shape to the original logo, it has now been widened a bit for a larger ‘LOS ANGELES’ text and a “more prominent crown.” Of note, this increased width “also mirrors the most previous logo shape.”
As for the center of the logo, there is now a “heavier-weighted ‘KINGS’ text” along with a thicker font that has a little less italicized styling to it. There are also slight changes to the speedlines, as there are fewer of them, yet the thickness has increased. Take note that “each speedline is unique in length and shape.”
Kings President Luc Robitaille shared a few thoughts on the extensive and collaborative process, as well. “This evolution is rooted in our 57-year history and embraces the elements of our eras,” he explained. “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.”
An initial batch of newly designed merchandise will be available in-person at a special pop-up event hosted by the Team LA Store at Crypto.com Arena beginning this weekend. This will be the exclusive home for new Kings merchandise for now. On Friday, from 11 a.m.-2 p.m., there will even be a special kickoff party at the store, featuring members of the Kings alumni.
As for the new jerseys, expect to see them make their debut next week. From what we understand, the NHL and Fanatics are scheduling a big release for all of the league’s new jerseys. According to a few different league sources, the Kings and Ducks will probably have their own special launches, separate from the other 32 clubs, given that they’re both going through brand evolutions. Even so, it will most likely all happen at or around the same time. Based on what we’re hearing, the jersey launch will most likely come a day or two before the NHL Draft.
Based on our original story published in December, the Kings are scheduled to have only two jerseys next season, a home black and road white. It has been completely redesigned and will feature elements mentioned in this article. More on that can be found in the articles below.
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