The Los Angeles Kings have unveiled a new logo that nods to the iconic 1990s Wayne Gretzky era, while also aiming to bridge the past and the present. This updated emblem serves as a harmonious blend of history and modernity, reinforcing the team's rich legacy and its forward-looking vision.
An Homage to Gretzky's Era
Wayne Gretzky's tenure with the Kings profoundly influenced the team’s branding, and the new logo revives the memorable "Chevron" design from that epoch. By integrating this distinctive motif, the Kings hope to connect historic moments with future ambitions. The "Chevron" design is not just a nostalgic callback but also a statement of intent, encapsulating the franchise's storied history and its continuous evolution.
Design Elements Reflecting the Past and the Present
Prominently featured at the top of the new logo is "Los Angeles," emphasizing the city's significance and pride within the team's identity. Additionally, the updated version of the original 1967 crown graces the logo, blending classic elements with contemporary aesthetics. This reimagining of elements from the early 90s jerseys breathes new life into the iconic design while maintaining a sense of familiarity for long-time fans.
This redesigned logo replaces the former emblem that was unveiled in 2008. The comprehensive redesign process spanned two years and involved significant effort and collaboration, reflecting the team’s commitment to honoring its past while staying relevant to today’s audiences.
Extensive Effort and Collaboration
Luc Robitaille, a prominent figure in this initiative, highlighted the intensive work and collaboration involved in creating the new logo. He noted that the design process incorporated feedback from players both past and present, ensuring that the logo resonated with the entire LA Kings community.
"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 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."
Kelly Cheeseman also expressed pride in the organization’s collaborative spirit and the excitement surrounding the logo's launch. "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," remarked Cheeseman.
Launch and Future Ambitions
The new logo will officially be available for purchase starting Friday, June 21. Fans can acquire the newly branded merchandise at the Crypto.com Arena's Team LA Store, allowing them to celebrate and embody the new era of Kings hockey.
This redesign symbolizes not just a visual update but a fusion of classic and modern elements meant to resonate deeply with fans. By honoring the past and embracing future possibilities, the Kings' new logo aims to create a lasting connection with new and long-time supporters alike.