The Los Angeles Kings revealed their new logo on Thursday, giving fans their first look at the nostalgia-inspired design.
The logo is a slightly updated version of the classic logo used by the Kings in the ’90s. Officially called the “chevron” logo, this version of the logo is most associated with Kings great Wayne Gretzky, who played in Los Angeles from 1988 to nineteen ninety six.
According to the Kings, the design features a different crown, swapping out the old ’90s crown for the crown design used in 1967, when the team first joined the NHL as an expansion team. Other small details have been updated slightly, including the angle of the sides and the font used for “Los Angeles.”
The Kings also opted to stick with the black, gray and white color palette, as opposed to the purple and yellow the team initially used from 1967 to 1988. Two alternate Kings logos also include a “kick K”, which pays homage to the descending team. “K” in the original Kings logo.
Kings COO Kelly Cheeseman said. Los Angeles Kings Insider that the idea for an updated ’90s logo came about a few years ago, after the Kings used vintage jerseys in 2019 and 2020.
“When we released the traditional ’90s jersey that we were going to wear on the ice for the first time in a long time, and we revealed that really cool video that came out, and it was very popular with the fans that it was going to come back,” Cheeseman said, adding that COVID put a pause on some of their plans. “We saw the popularity and demand for that brand and t-shirt.”
Cheeseman said the team took a different direction for its marketing and found that fans and players alike were excited about the Gretzky-era jersey styles. “So, the fans spoke, the players spoke, and so the journey began. We went through the exploration of freshening up to see what the new look would look like,” he said.
Although the logo is now public, the Kings have not given any additional information about next season’s jerseys. Teams typically release new jersey designs ahead of the NHL draft, which takes place next weekend.
