LEAGUE OF LEGENDS CHAMPIONS KOREA UNVEILS NEW BRANDING, BY DESIGNSTUDIO

League of Legends Champions Korea (LCK) has unveiled a new visual look, ethos, and attitude, created by DesignStudio. 

South Korea-based LCK worked with DesignStudio to come up with the new branding, which it describes as “beautifully and emotively packaged in audio visual form.” The move is aimed at helping the LCK communicate its stories and build on its heritage, as it battles to stand out in an increasingly crowded global esports space. 

Since being founded in 2009, DesignStudio has built a reputation as one of the world’s leading design firms, and now has offices in London, New York, and Sydney. The studio had already worked with Riot Games, on the LEC and Liga Latinoamérica, and Tencent Games, in addition to major global brands like Airbnb, British Airways, and the English Premier League.

Discussing the rebrand Head of KR Esports for Riot Games, Sean Oh, said:

“LCK is the best esports league in the world and aims to become the ‘Premier League’ of esports going forward. To achieve this goal, we knew LCK needed to be equipped with the brand power that well-matches the league’s status and also grow to draw attention not only from Korea, but also internationally. 

“DesignStudio has been a great advisor and partner in getting us a step closer to this ambition. Due to COVID-19, we were unable to meet in real life, but we could feel their passion and dedication at every moment through the screen. It was an honour for us to make legends with DesignStudio.”

While Creative Director for DesignStudio, Elise Santangelo, added:

“Our collaboration with the LCK team has been nothing short of incredible. Known for creating LoL’s best players, the LCK has the richest history, and continues to set the bar for esports.

“We defined ‘We Make Legends’ – a strategy to match their ambition, honour their past and look to the future, putting storytelling at their heart. Seeing LCK win at Worlds 2020 was the comeback we had all been waiting for – but with or without this epic victory, LCK is ready for a new era. We’re so proud to see this launch to the world.”

AYO.NEWS says:

Riot Games clearly has a good relationship with DesignStudio, so it’s no surprise to see them handling the LCK rebrand. Again, this goes to show just how far esports has come in terms of professionalism and sophistication, and we’re sure it’s just the first of many rebrands to be announced in 2021. 

‘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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