New Era of Proud
The 2016 rebrand of the Sacramento Kings blends heritage and modernity, reflecting the team's storied past and future aspirations. Led by RARE Design and the Kings' Creative and Marketing teams, the refreshed logo rejuvenates the classic basketball-with-crown motif with a new color palette: royal purple and strong grey. This rebrand modernizes the team's visual identity and reinforces its connection to Sacramento, emphasizing leadership, community, and local pride. The updated logo signifies a new era of pride and progress for both the team and the region, extending the Kings' legacy locally and globally.
Inspired by the past
created for the future
Microsite showcasing the development of the Sacramento Kings' new visual identity, detailing the motivations, inspirations, and meanings behind the transformative design. A look at the rebranded elements that define the team's bold new appearance
2016-17 uniforms unveiled using
360-degree VR
Unveiling of the newly rebranded uniforms through the immersive power of virtual reality. Every detail of every uniform in stunning 360-degree views.
Logo Design: Rare Design and Ryan Brijs
Uniform Design: Rare Design and Ryan Brijs
Site Design: Ryan Brijs and Camp & King
Commercial: Camp + King and Franklin Pictures