Having rebranded both the Premier League and UEFA Champions League, London-based agency DesignStudio has decided to tackle a new challenge: the increasingly popular world of esports.
Given the inescapable success of video games like Fortnite and FIFA, even the most techno-phobic reader of It’s Nice That will likely have a pretty decent grasp on what esports are. Just in case you’re wondering, esports is the practice of competitive game-playing, with huge crowds gathering to watch twitchy-fingered titans taking each other on. When it comes to esports, few titles are as big as League of Legends.
Riot Studios, developers of the multiplayer online battle arena, approached DesignStudio to help with the launch of a Europe-specific competition. The idea was to produce a “new identity which set it apart from its North American counterpart and push it beyond traditional sport cliches.”
Unveiled yesterday (20 November 2018), the full rebrand features a new logo (which DesignStudio describes as “an explosion of triumph and celebration”), the deployment of “high impact” Gratica and Druk typefaces “reminiscent of old European boxing posters”, and a series 141 bespoke League of Legends illustrations which will live off-screen and can be used on various items of merchandise.
Joe Pecchia, head of brand at Riot Games, says, “It’s hard to put into words how awesome it was to work with DesignStudio on this project – this brand is the result of what a meaningful collaboration looks like, and consequently helped us shape the future of our sport.”