Sacramento Kings unveil new branding, honoring team’s deep connection to a transforming, passionate city

Sacramento, Calif. — Today, the Sacramento Kings shared a new brand identity with fans during a special preview of Golden 1 Center, the team’s future downtown home currently under construction.

“When the Kings moved to Sacramento in 1985, the city was transformed. Today, we aim to do it again,” said Owner and Chairman Vivek Ranadivé. “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 honors our heritage while moving us forward.”


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.

Each of the team’s new insignia are designed to connect to the elements that define the Sacramento Kings: Our City. Our Pride. Our Foundation.

The secondary logo featuring the lion, pays tribute to the unmatched pride and loyalty of the NBA’s best fans. The “Sac” badge is dedicated to the bold and unwavering devotion the Kings organization has for its city. A new crown logo reflects the rich tradition of the team dating back to its origins, reminding the fanbase and the community of Sacramento that, “we are all Kings.” The heralding lion crest represents leadership and strength and will be used as the Kings work to make basketball the premier global sport of the 21st century.

As part of the launch celebration, Kings fans around the region 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, as well as an exclusive launch pop-up store at Arden Fair Mall, will have new apparel and merchandise beginning at 10 a.m. Over 5,000 Sacramento students at nine area schools will join the celebration with surprise visits from Slamson, the Sacramento Kings Dancers and Kings staff, who will bring special gifts for students, teachers and their schools.

In addition, Kings Legacy partner Kaiser Permanente will present newborn families with a special baby beanie featuring the new logo – and the family of the first born child at both local Kaiser Permanente hospitals after 9 a.m. will receive tickets to opening night at Golden 1 Center. On Wednesday, the Kings and Kaiser Permanente will dedicate a new court in Sacramento featuring the team’s new “Sac” logo at Southside Park.

For more information about the new logos and brand, visit

Watch the launch livestream at