Get an in-depth look inside the creation and development of Sacramento’s new logo family from four of the central figures in the design process.
Hundreds of intricate concepts and countless rounds of back-and-forth revisions would soon follow, but when Rodney Richardson – Founder and Principal of RARE Design – sketched a preliminary concept of Sacramento’s new logo, he didn’t realize he’d inadvertently found exactly what he and Kings decision-makers were seeking.
The powerful, all-encompassing symbol invoked a deep sense of nostalgia while reinvigorating a heritage that had long distinguished the historic franchise.
“Honestly, I didn’t even think about this when we first came across it – We had just created this image board, and one had a basketball with a crown on it,” he recalls with a chuckle.