Wow, I don’t normally immediately crap on these but they took the Gretzky era logo and made it slightly worse. Get excited!
1988-98
The new version:
Well, in their defense, there is some much needed improvements.
The original top with “Los Angeles” was straight up amateur hour garbage. They got rid of the awkward extra space and fixed the font issue.
The racing “Kings” part leaned too much in the original. That, combined with the shape, creates an optical illusion where the right side looks bigger.
Having “Kings” lean less, making the logo more compact, makes it look more even overall.
The new crown seems worse though. It’s flatter and darker, it’s going to look smaller and less defined than the one on the original.
The problem with this logo, and the one it’s replacing, is that having a tiny crown you can barely make out it is a flaw.
We’ll see how it looks on an actual jersey, but they’re just leaning into the logo’s biggest issue by making the tiny crown even smaller and murkier looking.