Brand and digital agency Koto Sydney has introduced the dynamic brand identity for Riot Games’ League of Legends Championship Pacific (LCP), marking a significant milestone in the Asia-Pacific (APAC) esports landscape.
The LCP emerges as Riot Games’ strategic initiative to unify and elevate the region’s competitive gaming market. Despite the APAC region’s substantial player base in League of Legends, there had been a void in a consolidated league until now.
Led by Koto Sydney, the creation of LCP’s brand identity encompasses comprehensive brand strategy, design elements, and a cohesive visual system.
At the heart of this endeavor is the thematic platform “What We’re Made Of,” emphasizing regional pride and global competitiveness. Central to the visual identity is the league’s emblematic logo, aptly named ‘The Pinnacle,’ which portrays five professional players in unity.
This molten emblem signifies strength and collaboration, inspired by the intensity of gameplay.
Gerald Torto, senior strategy director at Koto Sydney, explained that their goal was not only to establish the LCP as a premier esports competition but also as a cultural movement.
The essence captured in “What We’re Made Of” resonates deeply. The visual language extends beyond the logo to include a custom typeface, LCP Ignite, designed for versatility across multiple languages. The editorial tone, characterized by raw energy and focus, ensures consistency across digital platforms, broadcast media, and live events.
The launch of LCP’s brand identity coincides with a period of rapid expansion in the APAC esports sector, forecasted to reach revenues of US$2.5 billion by 2030, with a robust annual growth rate of 26% from 2025 onwards.
Riot Games’ recent League of Legends World Championship set new records with 6.94 million peak concurrent viewers, underscoring the region’s burgeoning interest and commercial viability in competitive gaming.
Operating globally with offices in Berlin, London, Los Angeles, New York, and Sydney, Koto Sydney brings a wealth of experience working with leading brands such as Airbnb, Amazon, Netflix, and Google Gemini.
This new era for the League of Legends Championship Pacific promises to redefine esports in the Asia-Pacific region, empowering fans and players alike with a brand identity that embodies their passion and commitment to excellence.
Week 6 of the LCP commences with SoftBank Hawks Gaming and CTBC Flying Oyster meeting, with CTBC Flying Oyster unbackable favourite with top esports betting sites.
