The Los Angeles Kings unveiled their new logo on Thursday, giving fans a first look at the nostalgia-inspired design.
The logo is a slightly updated version of the classic logo the Kings wore in the ’90s. Officially called the “chevron” logo, this version of the logo is most associated with King’s great Wayne Gretzky, who played in Los Angeles from 1988 to 1996.
According to the Kings, the design features a different crown, replacing the old 1990s crown with the crown design used in 1967, when the team first joined the NHL as an expansion team. Other minor details have been slightly updated, including the angle of the sides and the font used for “Los Angeles.”
The Kings also chose to stick with the black, gray and white color palette, as opposed to the purple and yellow that the team initially used from 1967 to 1988. Two alternate Kings logos also include a “kick K,” a tribute to the falling “K” in the original Kings logo.
Kings COO Kelly Cheeseman told LA Kings Insider that the idea for a revamped ’90s logo came about a few years ago after the Kings wore throwback jerseys in 2019 and 2020.
“When we dropped the ’90s heritage jersey that we were going to wear on the ice for the first time in a long time, and we unveiled that really cool video that came out, and it was wildly popular with the fans that it was going to come back” , Cheeseman said, adding that COVID put a stop to some of their plans. “We saw the popularity and demand for that brand and shirt.”
Cheeseman said the team took a different direction for their merchandising and found that fans and players were both excited about the Gretzky-era jersey styles. “So the fans spoke, the players spoke, so that’s how the journey began. We went through the exploration of refreshing what the new look would look like,” he said.
While the logo is now public, the Kings have not provided any additional information about next season’s jerseys. Teams usually drop new jersey designs ahead of the NHL draft, which takes place next weekend.
