FLASH: LA Kings Reveal Rebrand, Updated Gretzky-Era Logo!
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- čas přidán 30. 06. 2024
- 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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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"
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Thanks for watching! 💙
No doubt!
It goes without saying. But okay simp
Same here. :)
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!
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
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.
could be that along with their resemblance of the Lakers. Which is weird cause Pittsburgh's teams have all the same color.
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!
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.
That updated Kings logo is a perfect example of modernizing a classic mark. House absolutely nailed the new typeface for this.
The Kings new updated logo looks really good! Loving the mashup of the 60's crown and updated typeface!
I was really hoping for SOME purple
They could be saving that for a third jersey, preferably the purple coat of arms jersey
Same, this colour scheme is trash.
@KevinQ25 it's overused and boring af
Bringing back the purple and black 00s crown jersey with the coat of arms as the shoulder logo for a 3rd jersey would be 👌
@@jeremyschep3589 Yeah, I want that jersey template but different logos, I am not a fan of rehashing old stuff
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.
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.
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!
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.
I don't own any kings gear. I agree with your assessment of the 90's purple & black. Let's Go Ducks!!!
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 love the rebranding. Taking some classic elements and giving them a polish makes this rebrand really pop.
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 agree. But i also like the purple and gold. Oh well !
You deserve so much more recognition for the amount of work put into these videos
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.
If they stay away from the chrome helmets and the shiny stripes on the sweaters then this will be a home run.
I like what all three California teams have done with their branding the last two offseasons.
But, I wish the Sharks would bring back their OG logo and sweaters. They are nothing short of iconic
Excellent video !!! You never disappoint. It's so cool. You got the interview.
Again, fantastic job !!!
Would have loved purple accents involved, but I'll be happy with a bold, metallic silver. Definitely an upgrade over the 'home plate' banner logo
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.
I'm wondering if we get a fauxback third centered on the renovated crown in the near future
Love the new Kings Jersey!! GKG!! Now let’s bring back the original SJS logo and Jerseys!!!
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.
Having the folks from the House Industries font foundry on board certainly helped
Wish it was purple and gold but this is still gorgeous!
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.
You spelled Forum blue wrong.
I find it unbelievable that this channel doesn't have way more people watching it. Very high production quality and quality of information. Well done
Your videos have helped me with my anxiety and to de stress. Please keep up the content, you are changing the game
I concur!
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
Glad to see them return to more of a classic look. I've always hated the bland black banner logo.
Thanks for all the time and work you put into all of your content!
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
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..
As a Kings fan, I was a bit worried, but I love this a lot. I haven’t loved all the choices the Kings have made with new designs, so I’m glad they looked to their history to revive a popular logo. Purple and gold may be wanted by lots of fans, but it wouldn’t sell as well as black/silver/white. So hopefully we get alternates down the road!
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
That logo in purple and gold was awesome
Still holding out hope that a future third jersey will be purple!
The reverse retro 1.0 as the alternate. I’d be so happy if that went back out to the public for sale
Another great brand and logo video!!! Keep 'em coming!!!
I agree with purple but i do really like the updated logo. It looks really good.
Great as always Chris!!
Thank you!
I'm back as being a LA Kings logo fan again, love it ❤
House Industries killed it. Such a big score for the Kings to get them for the job.
Inevitable, really. Lots of people love that original Gretzky era logo, even here in the UK - although some people think that the LA Kings are a rap group. Sometimes I despair for my fellow countrymen, especially the ones that can't put their baseball caps on the right way.
I cant wait for the ducks to unveil theirs. I may be a Toronto fan but the old mighty ducks jersey has me in a chokehold.
I like it! Now, those definitely aren’t dramatic changes - which is why I would rather call it a refresh than a rebrand - but they are well executed and nicely freshen up the look! And why drastically change something that is working? Most often that just messes it up.
I also like that they made it somewhat more accessible. That isn’t the first thing we think about with logos but those thicker lines, the bolder and bigger font and the cleared up movement marks are gonna make it easy for some people. Even just for me with my normal glasses it feels a little bit easier already.
Thanks for the fast and high quality update! Having the Kings COO give his insight really was a great surprise for „just“ an update video. Looks like the opportunities are really coming your way lately and you absolutely deserve that!
Thanks Becksy! I think teams are also starting to see the value in coverage like this and they want to be part of it. Very cool!
Love the fact that the Kings are going back to the Gretzky era logo. Hopefully, the sweaters don't have that annoying piping.
I was hoping for more purple like just about everyone else, but I can't really complain about this. It feels like a perfect way to bring an old logo forward into the future for a new generation of fans. Everything about this identity just works. Can't wait for the jerseys soon.
Dude, you’re awesome! Such in-depth reporting
I love how the Kings and Ducks rebrand and all anyone says for both is "where's the purple?". And they're right, where's the PURPLE?!
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I love this Rebrand looks good for the new era can't wait for the Jersey reveal W vid icethetics and let's get icethetics to 30K and I enjoy watching your videos been here since the beginning underrated content creator
I would like all teams to indicate somewhere on there uniform or crest how many Stanley cups they have won
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.
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
The quality of your videos are great. It's great to have a channel dedicated to jerseys and logos, always been a niche interest of mine. I would absolutely watch similar for MLB and NFL if you branched over. Thanks for the videos!
Glad you’re enjoying them! Hope someone else does jump in to cover other sports. I only know hockey. 😅
I’ve never really followed hockey other than The Mighty Ducks movie hahah, but I’ve always liked the hockey jerseys but never owned one. Today I decided look into them. I’m from L.A so naturally I want a Kings jersey. I saw your video pop up (I never seen before) and I must say your content is great!!! You should have at least 1M subs. Great job man!!
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!
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 wish they would've brought back the 1998-2002 logo
this logo is amazing can’t wait to see how the jerseys are going to look next week 🔥🔥🔥
That was a great video with all the insight! As a Ducks fan I hope we can get the same level of detail and behind the scenes input. Thanks!
👀
Super cool rebrand for the Kings. It would be so cool if they bring back the purple Reverse Retro version of this jersey, but with the new modern updates to the logo.
Would be a fantastic alternate jersey.
GREAT move and the crown looks perfect. The "speed" sense of the stripes of the wordmark is less now though but it still looks clean and beautiful.Thanks @icethetics
Love it! They should have never changed the original Gretzky jersey’s.
Great work Chris. Love this rebrand. Hope we get purple and yellow back in some form some day!
I hope so too!
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
I love it! If only the Canucks could go full time with their flying skate jersey.
Man I love this channel
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.
That slight purple shine/sparkle on silver in your YT thumbnail is sick. I think that would have been the crown jewel on the rebrand for jerseys to have a slight, subtle color. Maybe a future third?
It's a great logo and look. I have to say the previous LA logo looked best to me. Aside from the 90s Purple/black scheme, LA has had nothing but great jerseys, and I say this as a ducks fan.
Couldn’t be more jealous and happier for you Kings fans. Wish the hell my Bolts would go back to there 92 look.
I love the new logo but I really do wish they brought back a modernized version of the the coat of arms logo
About time! That LA with a tiny crown under was always terrible
This channel stays smooth
While you can question what management are doing with the roster, I really can't begin to praise how well the Kings are to giving the fans what they want. Looks amazing~!
As always Chris, a wonderful, insightful presentation of the information. I'd love to see the Gretzky-era modernized brand with some subtle accents of purple and yellow to tie the eras together. I suppose a third jersey is a good place for that experiment. Cheers!
Thanks for watching!
Hail to the King!! And hail to Icethetics!!
I really like this! I’m not a kings fan or anything, but this seems to be a tasteful nod to their history while still modernizing it some. Kinda wish there was some purple, but it looks so good I can’t complain!
The 80's Gretzky era typeface non-bolded font is still cleaner imo, but the full retro aesthetic is still an upgrade on the modern LA banner logo. Thumbs up 👍
The logo looks fantastic! Big time upgrades for SoCal hockey this year.
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.
Fun fact fwiw, on this day in 2017 Adidas rolled out all 31 uniforms under their then-new partnership with the league. Like you said Chris, I think a full jersey lineup will take place before the draft next week.
An new logo for a new era.. without PLD. Hell yeah.
The revamped King's logo does look better and sometimes less is more when it comes to making changes to a logo or uniform. It would be cool to use the new "crown" design on an alternate jersey.
Huge improvement going back to the Gretzky Era logo.
Great look from LA. A modernization of the past. Back to the future!
It’s about time….I’m not sure what they’ve been thinking the last 20 years or so..
They knocked the wordmark out of the park. I like the crest, but the wordmark on its own is so good.
the changes are subtle, but i quite like what changes were made. I'm looking forward to getting some black caps with this logo
The updated crown and the bolder typeface, especially for Los Angeles are good modern touches. I'm a fan but waiting for the sweater reveal. I never got around to buying a kit from the adidas era.
From what I've heard, Kings fans in L.A. will see new merch starting tomorrow. As for the jerseys, I think it will be similar to the alternates the team used last season.
Do you have any thoughts on the ducks leak?
Love the retro, classic movement in hockey branding.
Love the new lettering, but imo keep the original crown or add a very slight purple outline around the "Kings", It's very basic and not to flashy
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.
House knocked this out of the park. Every element is perfect.
How did you upload this 5 minutes after they revealed it
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.
Probably cause he had it ready to go 😂.
He most likely knew when the announcement was going to drop
House Industries! Nice, have been a fan of their work for years!
What about the AHL, Ontario Reign?? New look for them as well??
Awesome logo! Hopefully they make an alternate jersey with the new crown in purple and yellow!
Not a Kings fan but their old purple royal purple as a color accent with this logo would make their kit go so hard.
Miss the purple but also love this still. Cant wait to grab a sweater.