# Los Angeles Kings new logo (2024)

> Los Angeles Kings launched a new logo on 20 Jun 2024. The black shield with a white LA monogram and a small crown was retired. The new primary is a reworked version of the 1988 chevron logo: a silver and black chevron with "Los Angeles" above a heavy italic "Kings" with speedlines, and the club's original 1967 crown below.

## Key facts

- Brand: Los Angeles Kings
- Launched: 20 Jun 2024
- What changed: The black shield with a white LA monogram and a small crown was retired. The new primary is a reworked version of the 1988 chevron logo: a silver and black chevron with "Los Angeles" above a heavy italic "Kings" with speedlines, and the club's original 1967 crown below.
- Industry: Sport
- Logos: https://rebrandlog.com/logos/los-angeles-kings-2024/before.svg (before), https://rebrandlog.com/logos/los-angeles-kings-2024/after.svg (after)

## The rebrand, explained

The Kings unveiled the new primary mark on 20 June 2024, after two years of development, and said all marks went into effect immediately. The team retired the LA shield, which debuted on an alternate jersey in 2008 and was soon adopted as the primary; the Kings won both their Stanley Cups wearing it.

The new logo draws on the chevron the club used from 1988 to 1998, which debuted when it acquired Wayne Gretzky. The release says the shape was widened to give the Los Angeles lettering and the crown more room, the Kings lettering became heavier and slightly less italic, and the speedlines were reduced in number but thickened.

The crown is an updated version of the team's original from its first season in 1967. SportsLogos.Net noted that the Kings had worn versions of the 1988 to 1998 jersey as a heritage uniform in recent seasons, which the team's COO said proved hugely popular with fans.

In short: Back to the Gretzky chevron.

## Sources

- https://aegworldwide.com/press-center/press-releases/la-kings-unveil-brand-evolution
- https://www.nhl.com/kings/news/la-kings-unveil-brand-evolution
- https://news.sportslogos.net/2024/06/20/los-angeles-kings-unveil-new-logos-modernized-take-on-90s-classic/hockey/
- https://www.cbssports.com/nhl/news/look-la-kings-reveal-new-logo-calling-back-to-wayne-gretzky-era/

## Cite this

Rebrand Log, "Los Angeles Kings new logo (2024)", https://rebrandlog.com/rebrand/los-angeles-kings-2024/, last updated 2026-10-21.