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New Logos for Sacramento Kings by RARE



Noted Apr. 27, 2016 by Armin

Industry / Sports Tags /


(Est. 1948) “The Sacramento Kings are an American professional basketball team based in Sacramento, California. The Kings compete in the National Basketball Association (NBA) as a member club of the league’s Western Conference Pacific Division. The Kings are the only team in the major professional North American sports leagues located in Sacramento. The team played its home games at the Sleep Train Arena from 1988 to 2016. Beginning with the 2016-17 season, the Kings will play home games at the Golden 1 Center. The Kings are the oldest franchise in the NBA, and one of the oldest continuously operating professional basketball franchises in the nation.” (Wikipedia)

Design by

RARE (Hattiesburg, MS)

Related links

Kings logo launch page
Kings press release
RARE project page

Relevant quote
The new primary emblem is inspired by the Kings classic logo. It is reimagined to reflect the civic and franchise pride that has lasted and grown for a generation. Now, with a clean, modern look – a reshaped crown, refined basketball and new typeface that puts Sacramento front and center – the new identity draws from the team’s ambitious beginnings and reminds our region and the world that Sacramento is undergoing a transformation.

Kings press release

Images (opinion after)
New Logos for Sacramento Kings by RARE
Comparison with original 1985/86 - 1993/94 logo.
New Logos for Sacramento Kings by RARE
Logo detail.
New Logos for Sacramento Kings by RARE
Secondary logos.
New Logos for Sacramento Kings by RARE
“The New Era of Proud” spot.

The best thing about the new logo is that it replaces the theme-park-like logo used for over 20 years — quite surprising actually that it's lasted this long. The new logo is a throwback to the original Sacramento Kings logo (comparison directly below) but updated for the twenty-first century with slightly Robocop-y typography that is just shy of being very annoying but manages to show restraint and come across as a favorable (if slightly clunky) aesthetic. I'm not exactly sure what the two extending diagonals from the crown are meant to represent or convey — I've never seen a crown do that — but the exaggerated thick white strokes in the new crown are distracting and make it look more like a mountain range. The obligatory basketball is decent and works well in the overall structure of the logo. The secondary logos are disconnected with only the crown barely tying them together. The coat of arms lion is gratuitous and trying to capitalize on soccer mania, the basketball/lion looks nothing like the other lion or the other basketball, and the standalone crown is fairly weak on its own (see polo image). But, hey, you have to move more merch, right? Overall, a pleasant throwback evolution with enough contemporary flair.

Thanks to Ivan Bettger for the tip.

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