The Chinese language League of Legends Professional League (LPL) has unveiled a visible rebrand earlier than the 2021 LPL Summer season Finals.
The league partnered with London-based branding company DesignStudio for the redesign. The agency is liable for the lion’s share of Riot Video games’s latest LoL Esports league rebrands, together with 2018’s LEC, in addition to 2020’s LLA and LCK updates.
The LPL debuted its model new visuals, typeface, and slogan: ‘Loopy is Our Recreation’ by way of a bilingual English/Chinese language launch video on Twitter.
The LPL rebranded in June 2020 for the primary time, showcasing a brand new league brand and slogan: ‘All We Struggle For’. From the latest announcement video, the LPL brand has not undergone vital adjustments, relatively the visible belongings have undergone a refresh.
On the strategic selections behind the rebranding, Kate Han, Head of Branding & Occasions at TJ Sports activities, commented: “LPL is aiming to be the very best esports league on this planet, the brand new model will refresh our picture and convey the influence of brand name energy, to create a brand new daring identification that may attraction to our worldwide followers.”
The LPL is owned and operated by TJ Sports activities, an esports operation three way partnership by Riot Video games and Tencent Holdings, based in January 2019. TJ Sports activities additionally operates China’s second-tier competitors, the League of Legends Growth League (LDL).
5 key model parts had been expressed within the rebrand’s launch: Move, Frenzy, Focus, Explode, Regenerate that are ‘on the core of the LPL model — the expressive, dynamic illustration of the power that lives throughout the LPL spirit’.
The brand new visible system shall be built-in into advertising and marketing belongings, broadcasts, offline actions, and throughout merchandise/licensed merchandise.
Chrys Naselos, Design Director, DesignStudio London, added: “LPL is the top-tier skilled league for League of Legends in China. Identified for his or her tenacity and pushing boundaries, they harness the immense energy of their sport and lift the game to unimaginable ranges.
“Whereas creating the LPL model, we knew we would have liked to create one thing reflective of that spirit and people requirements. ‘Loopy Is Our Recreation’ captures each this mindset and the LPL’s unwavering dedication to their type of play. This turned the place to begin from which we constructed the hanging and daring visible language interesting each to their gamers and worldwide followers.”
China was set to host the 2021 LoL World Championship in a cross-country tour, nonetheless, final week Riot Video games revealed that it will be moving the event to Europe. There’s been speculation that the occasion shall be held in Iceland. On the time of publishing, no official response has been made.
Esports Insider says: As predicted in our collaborative piece with Turquoise Branding on Branding strategies for esports leagues, Riot Video games appears to be within the means of updating and unifying the branding of all of its main leagues — kicked off by the 2018 rebrand of the LEC, adopted by the LLA, LCK, and LCS. With the LPL’s rebrand, greater than one-third of the tier-one competitors’s have gotten a facelift — leaving Vietnam’s VCS, Turkey’s TCL, Japan’s LJL, Commonwealth of Unbiased State’s LCL, Oceana’s LCO, Brazil’s CBLOL, and Southeast Asia’s PCS.