Behind the Rebrand

A New Era of Reign Hockey

The Ontario Reign rebrand was created as an opportunity to establish a stronger identity of our own, one that honors the Inland Empire, celebrates our history and reinforces our connection to the Los Angeles Kings.

This rebrand was our chance to finally say out loud what Reign fans have known for years: Something real is being built in Ontario. Not borrowed. Not handed down. Ours.

From our ECHL roots to the AHL stage, every era of Reign hockey has left its mark on this franchise. The new crest and visual identity honor that journey while carrying it into the next chapter. It is a mark forged from the character of this region, inspired by the legacy of the Los Angeles Kings and built for a franchise that continues to push forward.

More than a logo, this is a renewed commitment to our community, our history and our future. It honors the foundation that built us while embracing everything still to come.

Because before crowns are worn, they are forged.

Kings are born in the Empire.

The Story

THE DETAILS

The Crown

The "O" at the crown's peak stands for one thing: Ontario. Rooted in the city this team was built to represent. Five pistons form the core of the crest, each a symbol of the relentless forward momentum that defines this region. At the base sits a mark inspired by the legendary Ontario Motor Speedway, a nod to the land beneath the ice and the speed that shaped its legacy. Every element was placed here on purpose. This crown was earned.

Lace-Up Collar

The lace-up collar bridges past and present. Inspired by the game's earliest sweaters, it reflects the spirit of a franchise that honors its history while forging its future. A timeless hockey tradition woven into the next chapter of Reign hockey.

The Colors

The Ontario Reign color palette honors both its roots and its region. Inspired by the original colors of the Los Angeles Kings and reintroduced through Inland Blue and Empire Gold as a distinctly Reign identity. Together, the colors connect the organization to its history while establishing a bold new identity built for the future of hockey in the Empire.

LA Kings Crest

Worn across all AHL uniforms, the NHL affiliate shoulder crest represents the formal connection between organizations. The Ontario Reign proudly wear the Los Angeles Kings crest as a symbol of that relationship and the development pathway that exists between Ontario and Los Angeles. It reflects a shared standard of excellence and the journey players take from prospect to professional. Kings are born in the Empire.