With a history as monumental as LCK’s, we defined a core spirit: ‘We Make Legends’, putting storytelling at the heart of the league. Inspiring them to not only celebrate their legendary players, but legendary stories — of victory, defeat and every epic moment in between. This was supported by an underlying attitude of ‘Godlike’: a nod to the game for those who know, but also a spirit that positions LCK on a tier above.
The new logo is a confident evolution, a precise symbol matching their technical gameplay, yet building on their heritage. The entire visual system is designed to create a sense of awe, atmosphere and anticipation. Monolithic columns bear stories of past and future. Elements are minimal, manifesting the confidence of a legendary icon that doesn’t need to shout. The broadcast experience uses scale and depth to create an atmospheric realm, existing above the rest. To celebrate the most epic moments of all, a stylised Nexus crystal explodes across the screen.
The new brand restored the league’s confidence both at home and internationally — immediately after launching, LCK reclaimed their world title. With or without the epic comeback, LCK is ready for a new era.
DesignStudio
Campbell Butler
Vitor Cervi
Rūta Paškevičiūtė
Tomas Gecim
Ella Johnston
Pamm Hong
Sam Vacquier
Rich Coldicott
Jon Orr
Father
Year
2020-21
Design Week
win.gg
esports insider