Esports event organiser ESL has rebranded itself, having unveiled a sleek, simpler and “more powerful” new logo, made up of a new font and new colour scheme.
The unveiled design features a simpler ESL name and badge. The company has also seemingly ditched its we’ll-known blue scheme for a bright yellow, which has received mixed reactions among esports communities.
The ESL rebrand is part of an attempt to ‘simplify’ competitive gaming. The new logo follows ESL’s decision to switch up its competition structure. Three new tiers – Open, Challenger and Master – we’re recently announced to mark the level on competition at their events. Open events are competitions that act as a “gateway to esports”, Challenger events are for “future esports stars” and Master events are the “pinnacle of esports”.
ESL rebrand: Developing an “identity”
ESL has described its rebrand as a way to develop an “identity” that joins up its various products and properties.
The rebrand includes “A simpler, more powerful logo. Our own typeface so we can speak up louder. A visual world, made from hidden worlds that only people in our world can spot”.
Announcing the rebrand, ESL issued a statement that read:
“ESL was made for gamers by gamers. The same kind of creativity that goes into figuring out how to complete through levels and make game-changing plays online affects everything we do.
“We believe that creativity and the creators themselves should be enabled and celebrated just like the biggest victories of esport athletes.
“We created this new visual world to provide a better experience across the board for everyone we interact with.”
ESL will roll out the new design across its products over the next few months. The company’s ‘about us’ page has already received a makeover. However, the website for its ESL One Dota 2 competition still features the outdated branding.