After 26 years, global esports event and tournament organiser DreamHack has rebranded with a new visual identity. 

The new visual identity was revealed yesterday, on the company’s annual DreamHack Day, and features a new logo, new colours, bold typeface, and “energized” graphics. 

It’s the first time that DreamHack, which began in 1994 as a LAN-event at a Swedish primary school and has since grown into one of the world’s biggest gaming brands, has gone through this kind of deliberate, carefully designed rebrand. 

Joining the iconic DreamHack orange are black, red, yellow, and white, while the wordmark has “been carefully crafted with unique letterforms”, with letters counters “perfectly squared to create a visual representation of screens.” The new brand headline font is Tusker Grotesk, while the core identity device is “the Warp”, which “pays homage to DreamHack’s heritage and represents the extraordinary things that happen when the gaming community gets together.”

In true 2020-style, DreamHack have also published a manifesto, committing itself to “infuse a sense of meaning” to its business, and guide it in creating future experiences. It reads as follows:

DreamHack is where our community join arms.

Around massive stages and booths made by hand.

In numbers, in spirit, and in any city brave enough to have us.

To discover where years of training can get you.

Or try something new for the very first time.

To play games that took years to create, and games we made up on the spot.

To embrace old enemies and fight new friends.

Play as hard as we can, mess about with a vengeance.

And crown the champion of everything – from Counter-Strike to cosplay to cabbage bowling

Because whether we’re first-timers or twenty-year veterans, eventually every one of us lives, breathes and sleeps DreamHack.

Some of us sleep at DreamHack.

So wherever gaming goes and however gaming grows,

this will always be the place where it all comes together.

In all our energy, creativity, glory, and absurdity.

And we will always be DreamHack.

Where the gaming community comes to life.

Of course, there’s also a brand new merchandise collection available, with the first drop featuring a hoodie, t-shirt, and sweatpants. 

In September, DreamHack merged with ESL, as part of a structural change in the MTG-owned businesses to better position them for the coming years. 

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