North American esports organisation Evil Geniuses has completed the first phase of its rebranding, unveiling a new crest and player jerseys. 

LG Electronics USA has also been confirmed as an official marketing partner, featuring the best-in-class LG UltraGear gaming monitor. 

According to Evil Geniuses, the rebrand is a milestone for the organisation and designed to showcase its “core brand DNA,” to players, staff, partners and the community. The new assets are said to celebrate individualism and honour the organisation’s history, while looking to the future and “creating a path for competitive success.” 

Discussing the rebrand CEO of Evil Geniuses, Nicole LaPointe Jameson, said:

“Fueled by the passion of our unshakable community, we’ve finally given a face to our vision that’s not only representative and respectful of our past, but also dictates EG’s place in the future of esports.”

While chief gaming officer at Evil Geniuses, Phil Aram, added:

“Whether you cheered us to victory at TI5 in 2015, or you’re just becoming a fan of esports now, we strive every day to be there for our community. We look forward to seeing our players write the next chapter of EG championships while under a banner that’s truly symbolic of everything that we stand for.”

The new Evil Geniuses crest and LG UltraGear partnership logo have been incorporated into the new player jersey design, which also highlight individuality by including details unique to each player. 

AYO.NEWS says:

This is definitely one of the more sophisticated rebrands we’ve seen recently, with the subtle personalisation adding individuality while maintaining a coherent brand identity. Somehow, it also looks that bit more evil… but in a cool, hollowed-out volcano secret lair kind of way. 

Staying with Evil Geniuses, in March we reported the organisation had teamed up with the US Navy, for a partnership that includes a video series and mentorship program. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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