The Los Angeles Kings, a well-known NHL team, have unveiled a refreshed brand identity that combines their rich history with modern design. This new look has been developed over two years to resonate with long-time supporters and new fans.
The centerpiece of this rebranding is the new primary logo, inspired by the iconic 1988 logo from the Wayne Gretzky era. This hand-drawn logo incorporates elements from all eras of Kings hockey, resulting in a modern design that honors the team’s legacy.
The updated logo retains the familiar shield shape but is now taller to provide more space for a larger “LOS ANGELES” text and a more prominent crown. The width mirrors the previous logo shape for continuity. The vertical section is wider for better legibility and balance, while the horizontal portion is taller to accommodate the “KINGS” text with speed lines.
The “KINGS” text features a thicker, less italicized font with white drop shadows on the left side to emphasize movement. The “LOS ANGELES” and “KINGS” fonts have been updated for readability and sleekness. The crown remains detailed, symbolizing the team’s royal identity and tradition.
The new logo is accompanied by a custom typeface developed by House Industries. This typeface, influenced by designs like Girard Slab, Eames, and Neutraface, embodies the Mid-Century Modern style associated with Los Angeles. The striking numerals add a stylish dimension to the team’s visual identity.
The refreshed identity extends to the team’s uniforms and merchandise, maintaining the iconic black and silver color scheme. The uniforms are simple yet bold, using the new design elements to create a striking appearance on the ice. Merchandise featuring the new logo and typeface ensures fans can proudly display their support.
A video introducing the new brand identity combines dynamic visuals with a compelling narrative. It starts with a nostalgic look at the team’s history and transitions to the modern elements. The voiceover and soundtrack effectively convey the excitement and significance of the rebrand.
The Los Angeles Kings’ new brand identity blends tradition and modernity. By refining elements from their iconic 1988 logo, the Kings have created a design that honors their past while looking to the future. The attention to detail in the logo, typography, and overall design ensures this refreshed identity resonates with fans and stands the test of time.
