In the highly competitive sphere of professional eSports, each team has its unique identifier—their logo. These logos define teams, representing their ethos, culture, and strategy. They are not mere symbols, but representations of who these eSports professionals are and what they stand for. The evolution of these logos can provide a fascinating overview, showing how teams have transformed and redefined their image to adapt to the shifting scenarios in the eSports industry.
Consider the evolution of the logo for the storied FaZe Clan. Initially, their logo was simple—an abstract depiction of the letters 'F' and 'C' intertwined in red and black. Through time, the logo has become more streamlined, with cleaner lines and a more contemporary aesthetic. The logo's evolution reflects the clan's growth from a Call of Duty trickshot clan to the multi-game eSports organization it is today.
Similarly, the Team Liquid logo has seen modifications over time. It started with a horse over 'T' figure and the text 'Team Liquid' written below in blue. The current logo sees the horse being stylized into a more wieldy sign that can be easily replicated and marketed. The change signifies a more polished and professional image, catering to the team's expanding influence and brand reach.
Optic Gaming, a leading eSports organization, initially used a logo with crosshairs against the backdrop of the letter 'O,' representing their roots in first-person shooter games. As the team expanded their repertoire to include a wider range of games, the crosshair, an exclusive shooter game element was removed. The emblem was simplified into a cleaner, more universal logo.
Apart from these, many other eSports organizations revisited their logo designs to project a broader gamer-centric identity. The logos for Evil Geniuses and G2 Esports have undergone significant transformations, streamlining and modernizing their aesthetic. The typography has been updated, and unessential elements have been removed in favor of a more minimalist design approach.
Natus Vincere, popularly known as Na'Vi, is another example. Their logo started with an eye in an abstract depiction of the letter 'N.' Later, the eye was removed, and the emblem was polished into a more simplified, albeit symbolic, representation of the team's persona.
Shifts in logo designs can be driven by various factors. For some eSports teams, a change might represent a new strategic direction or a desire to communicate a shift in their core focus. Other times, the logo change might just be necessitated by their expanding audience and the need for a more global appeal. It shows how seriously eSports teams take their branding strategies.
These logos serve as vital tools to cement a team’s brand identity and create visual entities that resonate among fans worldwide. Their evolution is often linked with the team's growth, reflecting the challenges faced and the triumphant moments celebrated. Logos evolve as the teams themselves evolve, mirroring the constant tit-for-tat of the competitive eSports landscape.
For example, 100 Thieves, founded by a former professional eSports player, has a logo that captures its gritty, hustler spirit. Its evolution has been subtle because the team's culture and core ethos have remained consistent. On the other hand, Fnatic's logo progression, from a simplified spheric design to the sleek, streamlined emblem seen today, reflects their growth into a mature eSports organization.
Logos play a significant role in fans' identification with the team. They serve as the team's face and a symbol of their legacy. Hence, while experimenting with logo designs, teams ensure they do not deviate from the essential characteristics that define them. For instance, Ninjas in Pyjamas, despite redesigning their logo, maintained elements that kept their original ethos intact.
North, a Danish eSports organization, originally sported a lion's silhouette confronting an aggressive 'N' for their logo. The revised design maintains the lion, as it is integral to their brand story, but with added polish and finesse. SK telecom T1 has equally managed to retain the essence of its original design while incorporating subtle changes that align with its evolving brand story.
Evolution in logo designs has also been propelled by the increasing commercialization of eSports. As teams have begun to understand that they are not just a group of players but a brand, they have worked to develop logos that are easily identifiable, memorable, and marketable. Cloud9, for example, has switched to a simplified cloud design that is easily replicated, ensuring high visibility in various marketing collaterals.
Post-merger or acquisition, logo changes are common as teams look to carve an identity that resonates with both existing and new fans. For instance, Immortals Gaming Club, after acquiring the Brazilian organization MIBR, chose to retain and modify the iconic MIBR logo, staying true to their fans' expectations while projecting a new era of progress.
Teams often involve their player community and fans during a logo redesign, ensuring that their feedback is heard and incorporated. For instance, the Misfits logo redesign incorporated community suggestions. They aimed to strike a balance between a beloved symbolic image and a more stylized sign that caters to a broader audience.
Dota 2 team, Virtus.Pro, took the unusual step of implementing two separate logos—a classic bear logo used in its domestic market, and a simplified 'VP' logo for international use. This segregation allowed them to retain their brand value in their home market while catering to a global fanbase with a more universally appealing logo.
Indeed, logo evolution tells a story—a story of growth, adaptation, and a relentless pursuit of excellence. Through colors, typography, and imagery, these emblems echo the team’s journey, their aspirations, and their ethos. This connection explains why eSports logos have evolved in parallel with the industry's growth and the teams' expansion beyond their traditional borders.
The evolution of these logos isn't just a function of aesthetics or trends; it's a strategic move designed to resonate with fans and express the organization's growth and profound sense of identity. This evolution acts as a breeding ground for relatability, providing a medium to connect with fans in more meaningful and authentic ways.
In sum, logos represent more than just a team’s identity—their evolution reflects the team’s journey— from fledgling startups establishing their franchise to professional eSports juggernauts making their mark in the industry. From simplicity to complexity and minimalism to grandiosity, eSports logos have showcased the teams’ spirit in all its variegated forms.