A 2-foot-tall image of deer in multicolored neon with a bulls-eye on its tail is affixed to a wall in the Kansas City Royals locker room. It hangs between the stalls of Aaron Crow and Tim Collins, and has a ''W'' underneath a crown. Pitcher James Shields ordered it custom made, and after wins veterans select a ''King of the Game'' to flip the switch that lights up the so-called ''Texas Heart Shot'' while a smoke machine perched atop a refrigerator fills the room with a fog more befitting a night club than a clubhouse. Trailing 3-2 to the San Francisco Giants in the World Series, the Royals hope to light up that sign two more times this week.