The Sacramento Kings emblem has been re-imagined to reflect the civic and franchise pride which has lasted an entire generation.

The Sacramento Kings have unveiled a fresh brand identity inspired by the brand’s classic logo. Delivering a modern look, the updated design features a reshaped crown, refined basketball, and modified typeface. The emblem has been re-imagined to reflect the civic and franchise pride which has lasted an entire generation.

According to an official statement, the revised logo draws from the teams ambitious beginnings and reminds the world that Sacramento is undergoing a transformation. Each of the new insignia is designed to connect to the elements which define the Sacramento Kings: Our City. Our Pride. Our Foundation.

The secondary symbol with the lion pays tribute to the pride and loyalty of NBA fans. The ‘Sac’ badge is dedicated to the devotion the organisation has for its city. The crown marker reflects a rich tradition dating back to its origins to remind supporters and the community that “we are all Kings.”

Meanwhile, the lion crest represents leadership and strength as well as represents the squad’s work to make basketball the premier global sport of the twenty-first century. In line with the debut, regional fans will be the first to access new merchandise as team members deliver fan packs to season ticket members from 1985.

The Sleep Train Arena and Roseville Galleria team stores, and an exclusive launch pop-up store at Arden Fair Mall, will showcase new apparel and merchandise. Over 5,000 Sacramento students from nine area schools will join the celebration with surprise visits from Slamson, Sacramento Kings dancers and Kings’ employees.

Also, Kings Legacy partner, Kaiser Permanente, will present newborn families with a baby beanie bearing said emblem. The family of the firstborn at both its hospitals will receive tickets to opening night at Golden 1 Center. Additionally, both brands will dedicate a new court sporting the ‘Sac’ logo at Southside Park.

“This brand kicks off a new era for our franchise as we move into the most technologically-advanced, most environmentally-friendly arena in the world. As Sacramento becomes the next great American city, this identity honours our heritage while moving us forward,” said Vivek Ranadivé, Chairman of the Sacramento Kings.

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