Koto Sydney recently unveiled a new brand identity for Riot Games’ League of Legends Championship Pacific, marking a significant milestone in the esports landscape across the Asia-Pacific region. The League of Legends Championship Pacific (LCP) was introduced to unify the competitive gaming market in the APAC region, which had been lacking a consolidated league despite the popularity of the game.
The branding initiative, spearheaded by Koto Sydney, was part of Riot Games’ strategic vision to enhance the APAC region’s presence in the global esports arena. The new brand identity for LCP encompasses various elements such as brand strategy, design, tone of voice, and a cohesive visual system aimed at fostering regional pride and showcasing a competitive spirit on a global scale.
At the core of the branding campaign is the platform “What We’re Made Of,” which encapsulates the essence of the league and its aspirations to compete at an international level. Koto’s involvement in crafting the league’s identity included developing the logo, known as ‘The Pinnacle,’ which features a molten emblem symbolizing unity among professional players, along with creating a versatile visual language inspired by gameplay.
Gerald Torto, senior strategy director at Koto Sydney, highlighted the overarching goal of framing LCP not just as a competition but as a cultural phenomenon that resonates with the audience. The branding assets, including a custom typeface named LCP Ignite and an editorial tone characterized by raw, energized, and focused elements, were meticulously designed to adapt to the league’s evolving needs across multiple seasons.
Melissa Baillache, creative director at Koto Sydney, emphasized Riot’s emphasis on instilling pride and momentum among fans through the brand, underscoring the significance of creating a sense of ownership and belonging within the esports community.
The launch of the LCP brand aligns with the burgeoning growth of the esports industry in the Asia-Pacific region, with projected revenues expected to reach US$2.5 billion by 2030 and a robust compound annual growth rate forecasted from 2025 onwards. Riot Games’ recent League of Legends World Championship, which attracted a record 6.94 million concurrent viewers at its peak, underscores the escalating interest and commercial opportunities in competitive gaming.
Operating on a global scale with studios in major cities worldwide, Koto has a track record of collaborating with renowned brands such as Airbnb, Amazon, Netflix, and Google Gemini. The agency’s partnership with Riot Games in rebranding the League of Legends Championship Pacific signifies a pivotal moment in the evolution of esports in the APAC region, setting the stage for a new era of competitive gaming on a regional and global scale.
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