Ahead of the 2021 League of Legends European Championship (LEC) Spring Split, esports organisation and ReKTGlobal subsidiary, Rogue, has unveiled its latest rebranding.
According to a press release by the esports group, the branding, which is complete with a new logo, has been designed to modernise Rogue’s look as the League of Legends organisation embarks into the new year.
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The organisation’s new logo will also have colour variants with black, white and dark blue versions showcased in the release. Additionally, along with a variety of visual updates to the organisation’s profiles, Rogue has also created a new merchandise line which fans can preorder immediately.
Anna Baumann, the Executive Vice-president of Esports at ReKTGlobal, commented: “With the momentum we gained over the past year, we felt like this was the right time to reimagine the Rogue brand.
“This process was both exciting and terrifying – we know how deep the passion and love for our brand runs in our fans, so we worked hard to keep the essence of the Rogue logo, while modernising it.”
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Rogue’s rebranding follows on from a successful 2020. The organisation placed first in the LEC Summer Regular Split, which gave the team the opportunity to represent Europe at the League of Legends World Championships. Moreover, Rogue collaborated with ReKTGlobal investors, such as Steve Aoki, Imagine Dragons and Nicky Romero, in order to create a variety of content throughout last year.
The announcement also continues the trend of esports entities rebranding to provide more of a modern image to its audiences. However, unlike fellow LEC competitor EXCEL ESPORTS, League of Legends competition the LCK, and fighting game organisation Panda Global, Rogue has opted to not make drastic changes to its initial design. Instead, it seems as though the organisation has gone a down similar route to DreamHack and its recent re-design.
Esports Insider says: It’s interesting to see yet another esports organisation alter its brand presence through the means of an updated visual identity. Despite the changes mainly being used to update its previous branding, the logo does look sleeker, and more modern, than its predecessor. Only time will tell as to whether Rogue’s identity, in terms of content and its audience approach, will also change course per this rebrand.