This afternoon the 2017 NHL All-Star logo was officially unveiled! It features the silver and gold color palette being used by the event's host, the Los Angeles Kings, who are celebrating their 50th anniversary during the upcoming season.

Visually, the design marks a departure from recent NHL All-Star logos. In fact, after employing design firm Fanbrandz over the last several years to design its All-Star logos, the NHL kept this project in house, looking to their own Creative Services team instead.

From the press release:

Designed by NHL Creative Services, the 2017 NHL® All-Star logo was designed to incorporate elements of Los Angeles and the hometown Kings. The trendy urban "LA" features the Kings' trademark colors of black, gray and white.

In addition, the gold and jeweled typography of the "LA" is a nod to the glitz and glamour of the city, which is home to the stars of Hollywood and host to many major awards shows, including the Academy Awards, the Emmy Awards and Grammy Awards.

The three points of the star in the logo signifies the third time Los Angeles has hosted NHL® All-Star weekend (1981, 2002, 2017). The four stars represents each NHL Division.

The 2017 NHL All-Star Game takes place on Sun., Jan. 29, 2017 at Staples Center in Los Angeles.

By the way, if you feel like the design looks familiar, so do the Dallas Stars.

Probably one of the funnier logo-related tweets I've seen from an NHL team.

What do you think of the new logo?