I'm a purple lover, but the updated logo looks great. seems like every change to the mark was intentional and purposeful, and that's all you can really ask for when nostalgic looks are being "remastered"
Awesome that Icethetics is getting these inside scoops more often, it's really legitimizing all the effort that goes into these videos! Also, if anyone from the Kings organization is keeping an eye on this comment section, if there's a 3rd jersey with this rebrand, add some purple!
I thought it was obvious that in the 90s the black and silver was chosen because of the huge popularity of the LA Raiders merch, and they wanted to join in on that.
That was part of the change from Forum Blue & Gold. The other reason was Gretzky's arrival in '88 and the team wanted a new identity along with their new franchise player. (and he said he'd never wear the old unis) LOL!
This reminds me of when you look back at original six teams and see the small changes like the Habs C closing or the red wings wheel getting longer. Smaller changes over time, rather than the locked in they seemingly need to be today
I wish the Leafs had made more gradual changes with their logo from the 70's rather than holding on to the same logo for 45 years before completing overhauling it
Again Icethetics with the inside look!!! Love it!!! The inclusion of the Forum crown in the logo makes much more sense than the crown used in the old logo.
Great video! I like the redesigned crest logo, but like many others I gotta say I'm disappointed in the lack of purple. The Kings had the best look in the league in the late 90's/early 00's. That crown incorporated hockey elements nicely, the shield included great nods to the city of LA, and the blend of purple, silver and black was a unique colour combination. If it didn't have the "LOS ANGELES" wordmark on the bottom, which is a little too much, these would be my all-time favourite jerseys. Sadly, the team wasn't great during this time, and it's sandwiched between two iconic Kings eras: the Gretzky and Cup-winning years. So it's likely we never really see throwbacks to this era, as gorgeous as it was.
I feel like the font itself will take me a bit of getting used to. It reminds me of fast food rebrands. However, I do love a lot of the new details, such as the crown, of course (that old crown on the chevron logo was honestly sad), as well as the white background accents behind the letters, and I love how there's no grey in the border, just solid thick black & white. Overall, great update.
The clumsy speed lines on the Los Angeles Lakers logo was always adopted by the NHL Kings & was the most dated / ugly part of their branding. Now they have retained them. ZZZZZZZ. The crown icon is fine but if this was truly a "new era for theSoCal based team, then they should have completely revamped the "KINGS" word mark.
It's a dope Logo always has been and you cannot beat Black and Silver.. Especially when you see these teams with ugly colors like the Ducks orange and a Nashville's MUSTARD. Can't beat black, the rest of the leagues fans look like clowns in all those colors
I'm glad they went back to old school Gretzky Era logo!? I'm glad kings r going back to their OG logos too!? I wish Florida would do the same!? I havent ever really liked any of those teams' newer logos!? The OG logos r just classic hockey!? I think the newer logos had too much of a corporate kinda look like they were logos for some law firm or something like that!? I never liked it when LA switched to newer LA sheild/banner kinda logo or when ducks changed to the duck foot and Florida changing from pouncing panther to current panther head profile logo. All 3 teams OG jerseys r just perfect and classic!?
While the new crown is better, I think it’s really tacky that LA insist on using words in their logo. The Crown logo should be able to stand on its own, I shouldn’t need to be reminded that the team is from “Los Angeles” or that they are the “KINGS”. This isn’t some minor-league team you’ve never heard of, it’s an NHL team, whose iconography should be enough.
Throwbacks should be throwbacks. I know I'm probably in the minority, but I thought the previous logo was a good evolution with nods to the Gretzky era. Wish they would have kept moving it forward
They offered me the interview yesterday so I could have something post this morning. Loved getting Kelly’s insights on the how and why of this redesign.
It's a more bold font and the crown looks cool, I really like it. I just hope that Fanatics makes good quality jerseys for the NHL and not like those cheap MLB jerseys and pants
It's an upgrade but was hoping for purple, and with the exit of the coyotes, more purple would be welcome by all, maybe we'll get a purple third, i'd really like to see a jersey of theirs with purple as primary color with white, silver/gray, and maybe black to accent..
I would like to see a silver primary home jersey but I doubt that will happen. I feel like it would look fresher than black, which is overdone in the NHL.
Man, seeing the Kings and Ducks go retro with minor updates makes me sad as a Sharks fan. The Sharks should've done the same. OG uniforms with the current logo or something. Oh well. Maybe when Fanatics releases their template in 3 years.
This is the kind of soft rebrand the Senators should have done a few years ago. Their jerseys look good but refreshed logos would have been way better. Hope they do it in a near future.
I could see that. Purple accents would've been a nice add, but there’s always a third jersey down road. Fans just need to be vocal about it. That’s what made this rebrand happen.
Not gonna lie, I still love the 90's purple & black jersey. I still have mine and whenever I wear it, I always get compliments or questions asking "Is that a real Kings jersey?" It's one of my all time favorite jersey designs... and I'm a Red Wings fan.
Personally I'm not the biggest fan of the 90s "shield" logo, but I know its popular for the Kings so I understand why they went direction. Looks nice for what it is and is definitely better than the LA Shield they've had the past 10+ years. Would've loved to see them do something with just the crown and maybe make the shield a secondary/shoulder patch.
I like it! Still find the older one more visually pleasing, but I get why they made the changes. The bulkyness of the new font will take some getting used to, it still looks kind of strange to me. The purple RR jersey would have been perfection, but at this point, almost any change would have been an upgrade. The old ones (both jersey and logo) were getting tired.
Especially with the Raiders now in Las Vegas, Raiders were in LA when they had the same Raiders colors, love the logo but would have also loved the Lakers colors that they had in the past.
Obligatory “would have liked some purple”, but they absolutely nailed this. One of the best retro refreshes I’ve ever seen. More weight, more punch and a lot cleaner. Bring on the unis!
FINALLY! Their logo and jerseys have been going on for too long. From having one of the bottom-three worst/boring logos and jerseys to a permanent (improved) return to one of the most beloved NHL brands. Sure, would’ve been nice with an accent color but this is their best re-brand so far. Well done!
Haha, the SoCal Rebrand Battle! Honestly, I think the winner ends up being the ’90s kids who get to see logos they grew up with come back with some modern flair. Both of these teams had iconic identities during that time.
They honestly should’ve thrown in some purple and gold colors in the outlines or on the crown. Their reveal video made it seem like they were going to do that, but it ended up just being silver and black. It’s fine though, beginning of a new era
Way better than the actual kings reveal vid lol, I really want a crown only 3rd jersey with this crown, even though my all time fave was the purple black sharper crown
Another great vid! Some of us are old enough to remember that the pre-1988 Kings were regarded as a bit of a joke, the corny franchise that wore ALL YELLOW uniforms at home... in a city that didn't even take the team seriously. The 1980 uniform tweak was slightly less-garish, worn by a squad that boasted one of the most potent forward lines at the time, but it wasn't until the total 1988 black and silver re-brand and the arrival of the Great One himself that LA became legit and highly regarded. You had to be there to appreciate what that "raider" jersey represented for the Kings, and for that reason it holds a special place in my heart.... I was quite bummed when they switched to the hybrid black/purple kit 10 years later. If the jerseys unveiled next week closely echo the 1988 uniform, I'll be very happy. As for a third, I think a return to the purple 2021 jersey... but worn with black pants... would look hella-tight!
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!
