LOS ANGELES — The Los Angeles Kings have had an extensive logo history, from the franchise’s early purple-and-gold days to the clean-cut, silver-and-black symbols they’ve sported more recently.
But on Thursday, the Kings unveiled their newest look to be worn on jerseys, shirts and caps in 2024-25 and beyond: an updated “Chevrolet” logo.
Los Angeles incorporated elements from different eras to build this modernized logo. The new design—while featuring a slightly altered shape, colors and typeface—resembles the logo used from 1988 to 1998, for which the original release coincided with the acquisition of four-time Stanley Cup champion Wayne Gretzky.
While the new logo and the Gretzky-era design have many similarities, the Kings didn’t aim to just bring back a symbol of the past; the new logo also displays a recolored version of the crown worn on its original 1967 jerseys, a new and emboldened font for both “Los Angeles” and “Kings,” updated speed lines and a white drop shadow to make the script pop out. The logo also employs a lighter shade of silver.
The Kings have yet to unveil new uniforms but are expected to before the 2024 NHL Entry Draft’s commencement on June 28. Los Angeles had worn throwback white jerseys featuring the 90s logo from 2019-20 onwards during select dates, and had even chosen to use the jersey as its designated away uniform during the 2024 playoffs.
The new logo’s shape contains a wider base and angle changes on both sides to fully modernize the vintage emblem.
The new logo follows a decade-plus period in which the Kings donned the “home plate” logo, a look that was used during the team’s two Stanley Cup victories in 2012 and 2014.
In a time when fans crave nostalgia, the Kings delivered. The fresh look, paying homage to the franchise’s storied history while also making sharp updates, will surely be a popular look in the NHL’s post-Adidas era, as Fanatics will become the league’s jersey manufacturer starting in 2024-25.