Riot Games Reveals New Brand for League of Legends Pacific
Brand and digital agency Koto Sydney has unveiled a transformative brand identity for Riot Games’ League of Legends Championship Pacific (LCP), heralding a new era in the Asia-Pacific (APAC) esports landscape.
The LCP emerges as a pivotal initiative from Riot Games, designed to unify and elevate APAC’s competitive gaming market. Despite the region having a substantial player base in League of Legends, a consolidated league had previously been lacking.
### Comprehensive Brand Strategy
Spearheaded by Koto Sydney, the branding process for the LCP incorporates a multifaceted approach, encompassing a detailed brand strategy, distinctive design elements, and a cohesive visual framework.
### Thematic Platform: “What We’re Made Of”
At the core of this branding initiative is the thematic platform “What We’re Made Of,” which encapsulates regional pride and global competitiveness. A standout feature of this campaign is the league’s emblematic logo, known as ‘The Pinnacle.’ This striking emblem symbolizes unity among five professional players and embodies the strength and collaboration inspired by the high-stakes gameplay that defines esports.
Gerald Torto, Senior Strategy Director at Koto Sydney, articulated the vision behind the LCP: it aims not just to establish itself as a premier esports competition but to catalyze a cultural movement within the community.
### A Modern Visual Language
The essence of “What We’re Made Of” resonates throughout the brand’s visual language, extending beyond the logo to include a custom typeface, LCP Ignite. This versatile typeface is designed to cater to multiple languages, enhancing its accessibility across diverse audiences. The editorial tone is imbued with raw energy and focus, ensuring a consistent experience across digital platforms, broadcast media, and live events.
### The Expanding APAC Esports Market
The launch of LCP’s identity coincides with an impressive growth trajectory in the APAC esports sector, projected to reach revenues of US$2.5 billion by 2030, boasting a robust annual growth rate of 26% from 2025 onward. The immense interest in competitive gaming is substantiated by Riot Games’ recent League of Legends World Championship, which set new records with 6.94 million peak concurrent viewers.
### Expertise Behind the Brand
Koto Sydney’s global footprint is supported by its experience with industry giants like Airbnb, Amazon, Netflix, and Google Gemini. This expertise positions them to lead the LCP into a new age, enhancing its visibility and engagement within the esports community.
### A New Era for Esports
The LCP promises to redefine esports in the Asia-Pacific region, empowering both fans and players with a brand identity that reflects their unwavering passion and pursuit of excellence.
As the competition heats up, Week 6 of the LCP features a highly anticipated matchup between SoftBank Hawks Gaming and CTBC Flying Oyster, with the latter emerging as a favored choice with leading esports betting platforms.
This strategic initiative by Riot Games and Koto Sydney sets the stage for an exciting future in APAC esports, bridging the gap between gaming and cultural expression.
