A new era begins in L.A. as the Kings officially unveiled their redesigned logo package. It’s a look that puts a modern spin on the team’s long history—a crest inspired by the 1990s and a crown with roots in the 1960s.
Hear directly from Kings executive Kelly Cheeseman on how the rebrand came together of a two-year period with input from fans and players alike.
▪️ CHAPTERS ▪️
0:00 – Intro
1:09 – Why Change?
2:40 – What Changed?
3:50 – The New Crown
4:54 – Brand Evolution
6:11 – What About Jerseys?
The FLASH REPORT is an Icethetics Original Series that delivers breaking news and announcements in the world of hockey design.
[Interview recorded 6/19/2024]
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20 Comments
I bet they paid tens of millions of dollars to some marketing company to “redesign” the logo, and all they did was take an old logo, highlight the text, and click bold. Genius!
Great vid, meh jersey
I'm still a fan of the purple and hold since their 67 debut. I also still like the large crown and the white striping.
Would've loved to see the purple and black jerseys from the 2000s comeback in the near futute, but the newly updated Chevron logo looks great. Not better than the original from 89-98, but it's still a great logo.
Just put the crown, the LA Kings text looks like shit
NHL needs to get rid of the shiny helmets.
Personally, I would have liked the font on the KINGS to be a bit wider and at with a bit more angle but overall pretty happy. Thank you, Icethetics for all your work.
Looks great, black or silver jersey with a large version of the new crown would make a great third
Nice vid
Dude, you’re awesome! Such in-depth reporting
Wicked classic jersey.. would be cool if they added a a bit of purple in it…but all good
Great breakdown, thank you for your incredibly produced videos. The new logo is great, would love a gold/forum blue third jersey, but we are ready for a new era in LA
They finally fixed the kerning/spacing problem between the N and G. It always drove me crazy how the N was jammed up against the G like that.
House knocked this out of the park. Every element is perfect.
Could Connor McDavid get traded to Los Angeles in his future?!
I'm in the minority but I still like the banner logo they were using and i would like for them to keep it in rotation, maybe as a shoulder patch, as a link to their Stanley Cup wins, maybe they will use the logo in the collar as a hanger effect. I do like the boldness of the Los Angeles on the logo and its easier to see, especially as i get older i can see it better, i just find that the KINGS script looks a bit to cartoony, may just take some time to get use to it. Looking forward to seeing the full set.
The purple 90’s rebrand had several driving reasons, one being that street gangs were using the sweater as membership signifier. I guess that concern isn’t valid anymore?
They should've use the crown from the 2010s as a nod to their cup winning era.
If they were going to bring back a jersey, it should have been the pre gretzky era one. This new logo actually looks worse than the gretzky era one. Just personal opinion.
thank god. that recent Kings logo was absolute garbage