Kings Announce Brand Evolution, 'Retire' Old Logo Fans have been waiting in anticipation for the release of the Los Angeles Kings' new logo and it has finally arrived.

The new LA Kings logo is very closely based on the NHL team's logo from 1988, ditching the more streamlined 'LA' shield design used in recent years, which relied on the graphic of the crown to ...

The Kings' new logo is heavily inspired by the '90s look sported by Gretzky in his peak, but features the 1967 crown and other slight updates.

The Kings are slated to return to their home ice on Monday and, when they drop the puck for that game, it will be on to a special design of a LAFD shield with the Kings logo in the middle.

Retro logo designs are having their day in sports at the moment, particularly in the US. From the New York Jets to the Anaheim Ducks, several teams have turned back the clock, adopting new logos ...