LCS 

→ League Rebrand



Info   LCS was founded eight years ago as the highest level of competition for League of Legends in North America. Since then, it grew into the third-most watched sports league on the continent, with a storied history and heritage of its own. For its first major rebrand since launch, LCS expresses the passion and personality of its players and fans alike. The new brand imprint unites references to the game’s Summoner's Rift map, the league’s trophy, a fingerprint, a flame, and of course the letters LCS. From this mark comes a graphic system that reflects the many sides of this multidimensional league. Research, brand strategy, brand identity, broadcast design and motion, tone of voice, content strategy, and a launch film introduce the new LCS to the world.


Made at Stink Studios. Role: Design Director. Zane Miller, C.D.; Yuriko Zubia, Sr. A.D, Motion; Ana Realmuto, Designer; Capacity Studios, Addt’l Identity / Broadcast; Troika, Broadcast; Hey Beautiful Jerk, Addt’l Motion Design, Launch Film. Additional documentation ︎︎︎ stinkstudios.com



[1]  Brand design & launch snapshot.

[2]  Typography. klub by pané-farré ︎︎︎


[3]  On set, launch film. view film ︎︎︎


[4]  Logo construction, 2D/3D.


[5]  Visual identity & messaging.