(Est. 2016) “The Vegas Golden Knights are a professional ice hockey team that will be based in the Las Vegas Valley, Nevada. The team is scheduled to begin play in the 2017-18 NHL season, and will be a member of the Pacific Division of the Western Conference of the National Hockey League (NHL). The team is owned by Black Knight Sports & Entertainment, a consortium led by Bill Foley, and will play its home games at T-Mobile Arena on the Las Vegas Strip in Paradise, Nevada.” (Wikipedia)
Drawing on themes associated with knights, the helmet in the team's logo includes a 'V' to represent Las Vegas. The secondary logos include swords that create the star from the iconic "Welcome to Las Vegas" sign.
The team's colors - steel grey, gold, red and black - reflect the community and the focus of the team:
• Steel grey represents strength and durability
• Nevada is the largest producer of gold in the United States, it is a highly-valued precious metal and is color seen in the Las Vegas terrain
• Red is from the Vegas skyline, the desert and the beauty of the Red Rock canyons; red is also a color associated with the readiness to serve
• Black represents power and intensity
Images (opinion after)
Since there are so many knights across professional and college sports teams, adding "golden" might be a way to get around any trademark issues but I wonder how many fans will actually refer to the team as "Golden Knights" vs "Knights" alone, as the full name is kind of awkward. The good thing is that gold lends itself good visually for the logos as the key color. The main knight logo is clever in its integration of a "V" and it has the expected aggressiveness of a sports logo. My main gripe about the execution would be the way the shadows and highlights are done… there is something very clip-arty about them and they make it very confusing as to what the surface of the helmet is shaped like. The secondary logo references the star in the "Welcome to Las Vegas" sign with a couple of swords completing a four-point star. Somewhat interesting idea with cheesy execution BUT, to its credit, it works pretty well small (as seen in the launch event graphics). The wordmark is almost like a parody of sports wordmarks with spikes added because spikes and one of the strangest "S"s I've seen in a while; the one good thing about it is that the "V" loosely echoes the "V" in the helmet with the inward spikes. Overall, it's all a bit wonky on the execution but, perhaps in a strange case of success, it certainly feels like it belongs in Vegas.