We dove into LPL's community and culture, searching for what made them different from every other pro league around the world. We discovered a distinct fearlessness — both on and off the rift. Breaking rules and defining a new meta. Going all-in during 1v5 battles. Fans shouting "加油!" ("Pour oil on the fire") during every game.
To some, their approach is considered madness. But to the LPL, it’s genius. It’s unpredictable, intense, innovative, fierce, wild, and always one step ahead. Every season, they’re pushing every limit and breaking every boundary. It’s not just a state of play — it’s a state of mind. There’s only one way to describe it. We defined 'Crazy is Our Game' as their spirit — a proud statement that speaks to the bold mindset of the LPL players and community.
We brought this attitude to life through two key behaviours — Tension and Eruption — throughout the visual system, with an ability to flex between moments of calm and absolute chaos. Elements arrogantly take up space, and a custom bilingual typeface commands attention. The new toolkit connects all aspects of the league and its multiple touchpoints – from print to merchandise, broadcast to arena experiences, and beyond.
DesignStudio
Chrysostomos Naselos
Pamm Hong
Vitor Cervi
Chris Van Neikerk
Tomas Gecim
Roshan Kumar
Charlie Keeper
Paddy Blake
Simon Schrieber
Bianca Kehoe
Year
2022
Once we had established the visual language for the pro league, we helped LPL create a secondary toolkit for their Development League (LDL) — a semi-pro league dedicated to nurturing the next generation of talent. Just as fearless, but with a scrappier, less polished edge.
Finally, we helped craft a custom animated logo for the LPL Hall of Fame — a part of the league dedicated to honoring the most iconic players when they retire from professional play. Using the core LPL brand as a starting point, we added an extra layer of materiality and dimension, crafting an over the top, impressive mark for the League's pantheon of players.