The Ontario Reign officially unveiled their new logo and jerseys this weekend, giving the Kings' AHL affiliate a refreshed look heading into the 2026-27 season.
On Saturday, the Reign unveiled the new logo and details surrounding the jerseys and the rebranded color scheme. This combination saw the Reign look back at the previous color ways and tradition of the past for both the Kings and Ontario going back over this past few decades.
#NewProfilePic who dis?!👀 pic.twitter.com/1WgGDiUFI5
— Ontario Reign (@ontarioreign) June 13, 2026
Here's what the official team press release from the Reign had to say about the unveiling of the new logo and team jerseys in this rebrand this weekend on Saturday (June 13).
"The primary logo pays homage to the Inland Empire and Ontario, while tying the Reign to the LA Kings’ legacy through the crown and royal-inspired elements, including a nod to the Kings original color scheme. At the peak of the crest stands the ‘O’, a reminder that this identity belongs to the people who call it home. At its core, there are five pistons that represent the spirit of Ontario: power, precision, pressure, unity, and relentless forward movement. Beneath it lies the ground it was built on, a mark inspired by the Ontario Motor Speedway, where speed defined the past and motion built a legacy of this land."
A logo change won't impact wins and losses, but it serves as a reminder of how important the Reign remain to the future of the Kings. As Los Angeles enters a new era, Ontario will continue to play a major role in developing the next generation of NHL talent.
There is even a nod to the Ontario Motor Speedway with the five pistons and the centering "O" in this logo for the Reign. The purple and gold color way is a nod to the franchise's past and the ties to the Kings in the league with their historic purple and gold jerseys and uniforms.
Several current Kings players spent time developing with the Reign before reaching the NHL, and the organization will continue to rely on Ontario to help prepare the next wave of talent for Los Angeles.
The timing of the rebrand is also noteworthy. The Kings organization is entering a new era following the retirement of longtime captain Anze Kopitar and the hiring of Peter Laviolette as head coach. While those changes are taking place in Los Angeles, Ontario remains one of the most important pieces of the organization's development pipeline.
From a branding perspective, the rebrand appears to be a strong move for the organization. The return of the purple and gold color scheme reconnects the Reign with both their own history and the Kings' iconic look, while the modernized logo provides a fresh identity that still reflects the region's heritage.
The combination of tradition and modernization should resonate with longtime fans while also creating new merchandising opportunities for the franchise moving forward.
