In a move that bridges both its storied past and its ambitions for the future, the Los Angeles Kings have unveiled a new logo inspired by the iconic 1990s Gretzky era. This updated emblem seeks to honor the legacy of Wayne Gretzky’s time with the Kings, a period that profoundly influenced the team’s branding and propelled it into the national spotlight.
A Nod to the Past
The new logo revives the "Chevron" design from the Gretzky era, marrying it with modern elements to create a seamless blend of history and contemporary style. "Los Angeles" is prominently featured at the top of the new logo, signaling the city's integral role in the team's identity. Additionally, an updated version of the original 1967 crown is inclusively placed, further tying the present with the franchise's rich and storied past.
Luc Robitaille, President of Business Operations, emphasized the extensive effort and collaboration involved in creating the new logo. He noted, "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." By incorporating feedback from both past and current players, the Kings ensured that the redesign resonates with a broad spectrum of their community.
Reviving the Chevron Design
The Chevron design, synonymous with the early 90s jerseys, is a key component of the new logo. This design choice not only pays homage to the era when Wayne Gretzky led the team but also serves as a bridge connecting memorable moments of the past with future ambitions. The new logo replaces the former one that was unveiled in 2008, marking a significant shift in the team's visual identity.
"This evolution is rooted in our 57-year history and embraces the elements of our eras," Robitaille explained. The incorporation of iconic elements from the team's history into a modern design reflects the Kings' dedication to honoring their heritage while also staying relevant to today’s audiences.
A Collaborative Effort
The design process took two years and involved multiple stakeholders. Feedback from past and current players was a critical component of the redesign, ensuring that the new logo resonated with those who have been a part of the Kings' journey. Kelly Cheeseman, COO of AEG Sports, remarked on the organizational pride felt throughout the redesign process, stating, "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."
Reflecting on the Franchise's Mission
The redesigned logo encapsulates the essence of the franchise’s mission—to connect its historic past with future possibilities. By drawing from significant elements of the early 90s jerseys and blending them with current design trends, the new logo aims to resonate deeply with both longtime fans and new followers of the team.
The Kings have paid careful attention to ensure that the logo is not just a throwback but also a scalable design that can evolve with future extensions and iterations. "It sets the stage for extensions and new iterations in the future," Robitaille highlighted, pointing to the flexibility and forward-thinking embedded in the new design.
Launch Details
The new logo will be available for purchase starting Friday, June 21, at the Crypto.com Arena's Team LA Store. This launch marks the beginning of a new chapter for the Kings, as they continue to honor their past while embracing the opportunities the future holds. The fusion of classic and modern elements aims to resonate powerfully with fans, ensuring that the Kings' new visual identity is both a celebration of their history and an exciting step forward.
In concluding his remarks, Luc Robitaille eloquently summarized the sentiment behind the redesign: "This evolution is rooted in our 57-year history and embraces the elements of our eras. We are thrilled to roll this out to our fans and the city of Los Angeles."
The unveiling of this new logo is not just a simple rebranding; it is a testament to the Kings' commitment to remembering where they came from while clearly charting a course for where they are headed.