We were informed in a post last week of what the Sacramento Kings’ new logo sets were going to look like. Today, we now know what the colors will be and how it will be used.
Let me say this first. The Kings have had an identity crisis for about 15 years. When they were the purple and black Kings who challenged the Lakers in the early 2000s, that was a neat identity. They tried to roll with it in the following years and had a lot of trouble establishing one whole identity. They were changing wordmarks and primary logos. They kept the same colors, but the whole identity as a mess.
Naturally since they have not established their look, making changes is easy. This is what we have now. The Kings deserve better and in an attempt to stay relevant, they have followed the trend of incorporating an old design to their identity. It’s not great but it’s what happens when a team is struggling to make an impact.