The Los Angeles Kings logo stands as one of the NHL’s most distinctive visual identities. A crown-and-shield emblem that has represented LA’s only NHL franchise since 1967.
The current design debuted in 2019, building on decades of brand evolution. It’s the team’s seventh primary mark. The Kings have shifted between regal purple-and-gold schemes and the stark black-and-silver palette fans know today.
What makes this logo interesting is how it balances tradition with modern sports branding demands. Few teams have undergone such dramatic visual transformations while maintaining core symbolic elements throughout their history.
What Is the Los Angeles Kings Logo?
The Los Angeles Kings logo features a silver crown integrated into a shield shape, accompanied by the team wordmark. Introduced in 2019, this combination mark was developed by the Kings’ internal creative team. It symbolizes royalty and championship ambition while honoring the franchise’s California heritage.
Design Specifications
- Design Type: Combination mark (emblem with integrated wordmark)
- Primary Elements: Crown symbol, shield outline, “LOS ANGELES KINGS” text, hockey stick accents
- Official Introduction Date: June 2019
- Designer/Agency: LA Kings internal creative department
- Trademark Status: Registered trademark of the Los Angeles Kings and NHL
- Color Palette: Silver (#A2AAAD), Black (#111111), White (#FFFFFF)
- Usage Context: Center ice, jerseys, merchandise, digital platforms, arena signage, broadcast graphics
How Has the Los Angeles Kings Logo Evolved Over Time?
The Kings have cycled through seven distinct logo designs since 1967. Early versions featured purple and gold color schemes with crown imagery.
The 1988 redesign brought black and silver when Wayne Gretzky arrived. A cartoonish “Burger King” crown appeared briefly in 1995 before the team returned to cleaner aesthetics.
The current shield-and-crown mark represents a refined approach to the franchise’s visual heritage.
Original Los Angeles Kings Logo (1967-1975)
- Years Active: 1967-1975
- Design Description: A purple crown with gold trim sitting atop a circular emblem. The crown featured five points with a hockey stick worked into the design. “Los Angeles” arched above, “Kings” below.
- Color Scheme: Forum Blue (purple), gold, white
- Designer: Unknown (commissioned by owner Jack Kent Cooke)
- Context: Created for the 1967 NHL expansion. Cooke chose purple and gold to match his other properties, including the Lakers and the Forum arena.
- Cultural Significance: Established the royal theme that would define the franchise for decades. The colors became synonymous with LA sports during this era.
Modernized Crown Era (1975-1988)
- Years Active: 1975-1988
- Design Description: Simplified crown with cleaner lines. The hockey stick element became more prominent. Typography shifted to a bolder, more readable style.
- Color Scheme: Forum Blue, gold, white (unchanged)
- Key Changes from Previous: Streamlined crown shape, updated lettering, removed circular border
- Context: Part of a league-wide trend toward cleaner, television-friendly designs
The Gretzky Era Black and Silver (1988-1998)
- Years Active: 1988-1998
- Design Description: Dramatic shift to a silver and black triangular shield. Featured a stylized crown with sharp angles and the team name in a contemporary font.
- Color Scheme: Silver, black, white
- Key Changes from Previous: Complete color palette overhaul, geometric shield shape, aggressive modern styling
- Context: Coincided with the Wayne Gretzky trade. The new look signaled a franchise transformation and brought Hollywood glamour to the brand.
- Cultural Significance: Became one of the best-selling merchandise designs in NHL history. The silver and black color scheme influenced other sports teams.
The “Burger King” Logo (1995-1998)
- Years Active: 1995-1998 (alternate use only)
- Design Description: A cartoonish 3D crown with exaggerated proportions. Purple made a return. Sun rays emanated from behind the crown shape.
- Color Scheme: Purple, black, silver, gold accents
- Key Changes from Previous: Radical departure toward playful, 90s-era styling
- Context: Introduced during a trend of alternate jerseys across professional sports
- Cultural Significance: Widely considered one of the worst logos in NHL history. Fans nicknamed it “Burger King” due to perceived similarity to the fast-food chain’s crown. It remains a cautionary tale in sports branding.
Shield Logo Return (1998-2011)
- Years Active: 1998-2011
- Design Description: Return to the silver and black shield design from 1988, with minor refinements to proportions and typography
- Color Scheme: Silver, black, white
- Key Changes from Previous: Abandoned the cartoonish alternate, recommitted to the popular Gretzky-era aesthetic
- Context: Fan backlash against the alternate logo drove the return to classic styling
Simplified Crown (2011-2019)
- Years Active: 2011-2019
- Design Description: Minimalist silver crown with clean lines. Removed the shield entirely. Crown floated above “LA KINGS” wordmark.
- Color Scheme: Silver, black, white
- Key Changes from Previous: Stripped away shield, embraced minimalism, emphasized “LA” branding
- Context: Launched during the team’s most successful period, worn during both Stanley Cup victories (2012, 2014)
- Cultural Significance: Forever associated with championship success. The simplified approach reflected broader minimalist design trends in sports branding.
Current Shield and Crown (2019-Present)
- Years Active: 2019-present
- Design Description: Crown integrated into a shield frame. Hockey stick elements flank the design. Full “LOS ANGELES KINGS” wordmark incorporated.
- Color Scheme: Silver (#A2AAAD), black (#111111), white
- Key Changes from Previous: Reintroduced shield element, expanded wordmark from “LA” to full city name
- Context: Positioned as a “heritage” design merging elements from multiple eras
What Do the Design Elements of the Los Angeles Kings Logo Mean?
The crown represents royalty and dominance. It’s the most literal interpretation of a team name you’ll find in professional sports.
The shield shape suggests protection and strength. Hockey is a physical game, and the imagery reflects that identity.
Combined, these elements create a mark about power, tradition, and competitive ambition.
Why Did the Kings Choose These Specific Colors?
The original purple and gold were owner Jack Kent Cooke’s preference. He wanted visual consistency across his sports properties.
Black and silver arrived in 1988 with Wayne Gretzky. The color psychology shift was intentional.
Silver suggests sophistication and a Hollywood connection. Black adds aggression and timelessness. Together they create a premium, intimidating presence.
- Silver: #A2AAAD | Represents prestige, innovation, Los Angeles glamour
- Black: #111111 | Conveys power, elegance, authority
- White: #FFFFFF | Provides contrast and clean separation between elements
What Typography Style Is Used in the Los Angeles Kings Logo?
The current wordmark uses a custom sans-serif font with sharp, angular characteristics.
Letter spacing is tight, creating a dense, powerful block of text. The baseline sits level, giving the mark stability.
Earlier versions experimented with more decorative typography. The current approach prioritizes readability at various sizes.
What Are the Hidden Meanings in the Los Angeles Kings Logo?
Look closely at the crown’s base. Hockey sticks form the left and right borders of the shield shape. It’s subtle but intentional.
The five points on the crown have been interpreted as representing the starting five (center, two wings, two defensemen). The team hasn’t confirmed this officially.
Some fans see the shield’s pointed bottom as a blade shape. Again, unconfirmed but visually present.
How Does the Los Angeles Kings Logo Compare to Competitor Logos?
Among NHL logos, the Kings occupy a unique position. They’re one of few teams using a monochrome color scheme as their primary identity.
The San Jose Sharks logo uses dynamic imagery with teal and black. The Vegas Golden Knights logo shares the medieval theme but opts for gold tones.
Where other California teams like the Anaheim Ducks have gone through mascot-based designs, the Kings stick with symbolic heraldry.
The restrained color palette sets them apart in a league where vibrant colors dominate. It’s a deliberate choice that positions the brand as sophisticated rather than flashy.
What Are the Technical Specifications of the Los Angeles Kings Logo?
Official Color Codes
- Silver: Hex #A2AAAD | RGB (162, 170, 173) | CMYK (26, 13, 12, 32) | Pantone 877 C
- Black: Hex #111111 | RGB (17, 17, 17) | CMYK (0, 0, 0, 100)
- White: Hex #FFFFFF | RGB (255, 255, 255) | CMYK (0, 0, 0, 0)
Dimensions and Proportions
- Aspect Ratio: Approximately 1:1 for primary mark, 4:1 for horizontal wordmark lockup
- Minimum Size: 0.75 inches for print applications
- Clear Space: Minimum spacing equal to the height of one crown point on all sides
- File Formats: Available as vector graphics (AI, EPS, SVG) and raster formats (PNG, JPEG)
What Cultural Impact Has the Los Angeles Kings Logo Had?
The Gretzky-era black and silver scheme changed how sports teams approached color selection. It proved that unconventional palettes could drive merchandise sales.
LA streetwear culture embraced the Kings aesthetic. The logo appeared alongside Raiders gear as a symbol of Southern California identity.
The “Burger King” failure became a case study in sports design programs. It shows what happens when teams chase trends without considering brand heritage.
Two Stanley Cup victories under the simplified crown (2012, 2014) cemented that era’s design in championship lore.
How Does the Los Angeles Kings Logo Fit Into the Overall Brand Identity?
The logo anchors a comprehensive brand guidelines system. Every touchpoint follows strict rules about color, spacing, and application.
Secondary marks include an “LA” monogram and standalone crown icon. These allow flexibility across different contexts while maintaining recognition.
The visual identity extends to Crypto.com Arena signage, broadcast packages, and digital platforms. Consistent typography and color application create a unified experience.
Bailey the mascot, merchandise design, and community programs all operate within this visual framework.
How Should the Los Angeles Kings Logo Be Used?
Official Usage Guidelines
- Do: Use official files from NHL/Kings media resources
- Do: Maintain required clear space around the mark
- Do: Use approved color variations (full color, single color, reverse)
- Don’t: Stretch, rotate, or distort the logo
- Don’t: Apply unapproved color schemes
- Don’t: Place the logo on busy backgrounds without proper contrast
Accessing Official Logos
Media and press can access official logo files through the NHL’s media portal. Commercial licensing goes through NHL Consumer Products.
Fan use falls under standard fair use guidelines. The Kings and NHL actively protect against unauthorized commercial applications.
Trademark Information
The Los Angeles Kings logo is a registered trademark of the Los Angeles Kings Hockey Club, LP, and the National Hockey League. All rights reserved.
FAQ on The Los Angeles Kings Logo
What Does the Los Angeles Kings Logo Look Like?
The current Kings logo features a silver crown inside a shield shape. Hockey sticks frame the sides.
The full “LOS ANGELES KINGS” wordmark sits beneath the crown emblem. It’s a combination mark that blends symbol and text.
Black, silver, and white create the entire color palette.
When Was the Current Kings Logo Introduced?
The team unveiled this primary logo in June 2019. It replaced the simplified crown mark from the Stanley Cup championship era.
The redesign merged elements from multiple periods in Kings logo history.
Fans call it a heritage design. The shield returned after an eight-year absence.
Why Did the Kings Change From Purple and Gold to Black and Silver?
Wayne Gretzky’s 1988 trade triggered the color change. Owner Bruce McNall wanted a fresh identity for the franchise’s new superstar.
The hue shift was dramatic. Forum Blue and Gold disappeared overnight.
Black and silver felt more Hollywood. The new scheme drove record merchandise sales across the NHL.
What Is the “Burger King” Logo?
This nickname refers to the cartoonish alternate logo used from 1995 to 1998. A 3D purple crown with sun rays behind it.
Fans hated it. The design resembled the fast-food chain’s branding.
It’s now considered one of the worst hockey team logos ever created. A lesson in what happens when teams chase trends.
Who Designed the Los Angeles Kings Logo?
The current 2019 design came from the Kings’ internal creative department. No external agency handled the project.
Earlier versions have murky origins. Jack Kent Cooke commissioned the original 1967 mark, but the specific designer remains unknown.
The Gretzky-era shield involved outside consultants working with team staff.
What Do the Colors in the Kings Logo Mean?
Silver represents Los Angeles glamour and innovation. It connects the team to Hollywood prestige.
Black conveys power and authority. It adds aggression to the visual identity.
The saturation stays low intentionally. This creates a sophisticated, premium feel that separates the Kings from colorful Pacific Division rivals.
How Many Logos Have the Kings Had?
Seven primary logos since the 1967 NHL expansion. Each reflects different eras in franchise history.
The team cycled through Forum Blue and Gold designs first. Then came the black and silver transformation.
Logo iterations include the original crown, modernized versions, the Gretzky shield, the infamous alternate, and today’s heritage mark.
What Font Is Used in the Kings Logo?
The current wordmark uses a custom typeface designed specifically for the team. Sharp, angular letterforms define the style.
It’s not available for public purchase. The kerning is tight, creating a dense text block.
Earlier logos used different fonts. The Gretzky era featured more aggressive, italicized lettering.
Where Can I Download the Official Kings Logo?
Media professionals access official files through the NHL media portal. High-resolution versions for print design and digital use are available there.
Commercial use requires licensing through NHL Consumer Products.
Fan sites offer logo images, but these aren’t always accurate to official brand style guide specifications.
Why Is There a Crown in the Kings Logo?
The crown directly represents the team name. Kings wear crowns. It’s the most literal shape symbolism in professional hockey.
Royal imagery communicates dominance and championship aspirations.
Every logo version since 1967 has featured a crown. It’s the one constant through decades of brand evolution and jersey design changes.
Conclusion
The Los Angeles Kings logo tells a story of transformation. From Forum Blue and Gold to the silver and black identity that defined two Stanley Cup championships.
Seven logo iterations. Each one reflecting where the franchise stood at that moment.
The current shield and crown design honors that history while looking forward. It works on center ice at Crypto.com Arena and on team merchandise worldwide.
Few NHL teams have undergone such dramatic visual identity shifts. The Kings did it twice and came out stronger both times.
Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients.
His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8.
He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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Bogdan Sandu is a seasoned designer who has been designing websites since 2008. Renowned for his expertise in logo design and visual branding, Bogdan has developed a multitude of logos for various clients. His skills extend to creating posters, vector illustrations, business cards, and brochures. Additionally, Bogdan's UI kits were featured on marketplaces like Visual Hierarchy and UI8. He also wrote in the past years on sites like Design Your Way, WebDesignerDepot, WPDean, Designmodo, Speckyboy, Slider Revolution, and more.
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