table of contents
1. FNATIC (United Kingdom)
The first team I want to introduce, the one that comes to mind when you think of orange, is...FNATIC"! This prestigious e-sports team has achieved victories and top placements in many famous titles, and will celebrate its 20th anniversary in two years. They underwent a rebranding for their 15th anniversary."In 2019, they established a base in Tokyo, citing the reason that "it has a strong street culture and is an ideal place to develop products with talented designers and artists."That's what the management team said.
(Articles and brand assets at the time of rebranding areCLICK HEREYou can check it from here.
The design evolution of the logo so far isCEO's social media postsCheck it out!
FNATIC employs a unique branding strategy. For example,We offer membership programs and smartphone apps to our fans, and we also conduct e-sports classes at educational institutions in Europe, such as in the UK.Furthermore, they develop and sell original gear essential for gamers, such as headphones, mice, and keyboards. These efforts may be contributing significantly to FNATIC's success and unique branding.
2. ZETA DIVISION (Japan)
One of the domestically produced teams that has achieved branding success is "ZETA DIVISIONThis team previously operated under the name "JUPITER," but a famous streamer joined them as part of a rebranding. Their popularity increased as a result. After that,VAROLANT"FPSIt's still fresh in our memories how she became famous overnight after winning third place in the world with that title, which led to her being featured by major media outlets such as commercial television stations.The team enjoys high expectations, partly due to the presence of sponsors like Nissin Foods Group and JCB, both well-known to Japanese people.This suggests that...
ZETA is characterized by its use of striking neon yellow as its brand color.Yes. I think that by actively incorporating this color, they are creating a visually appealing image. Also, it appears in various places.The tagline "AIM WITH PRIDE" also reflects the team's identity as an e-sports team.Furthermore, the video content distributed on the website, Reels, Key Videos, thumbnail images, YouTube, etc., is all sophisticated.Consistent branding establishedAs a result, the merchandise is also very appealing, and I myself end up spending a lot of money on it (lol).
3. NINJA IN PYJAMAS (Sweden)
Founded in 2000, this is a long-established Swedish team.NINJA IN PYJAMAS (NIP)Like ZETA mentioned earlier, "[Brand Name]" also adopted neon yellow as its brand color when it underwent a rebranding in 2021.The new logo, designed with inspiration from traditional Japanese crests and katakana characters, is distinctive.Regarding the background of its production, CEO Hisham Shaheen said:I wanted to make it something intriguing and exciting." he said. (The video below, released when the rebranding was announced, is also entirely in Japanese.)
NIP isCounter-Strike: Global Offensive (CS:GO)It has achieved great success with the popular competitive FPS game "[Game Title]".Between 2012 and 2013, NIP's CS:GO team achieved an astonishing 87 consecutive wins.Did. this is,One of the most famous records in the history of e-sportsIt is said that NIP's CS:GO team has become a legendary presence.
Recently, the Italian sports brandFILAThey have collaborated with "", and are offering items with a "ninja" theme. Although they are a foreign team,By incorporating Japanese elements, it creates a unique charm.It is emitting.
4. FENNEL (Japan)
Japanese e-sports teamFENNEL" is also one of the teams that has attracted attention for its collaborative products with famous apparel brands. The website, which was revamped in 2021, is based on the color red,The design expresses a passion for e-sports and a rebellious spirit, while its sharp, aggressive, and challenging aesthetic represents a constant pursuit of victory.Apparently, they are doing just that. The key visuals are street-style and eye-catching, and there's a sense of unity in the visuals of the videos and thumbnails, which gives a real sense of the team's energy!
5. XSET (USA)
AmericanXSET"They are embodying the 'diversity' of the e-sports industry.It's no exaggeration to say that this is a remarkable team. While it's an e-sports team, its members include musicians, artists, multi-talented individuals, athletes, and even a life coach. Although it's a relatively new team, established in 2020, its popularity and profile are rapidly rising. (It's also one of my two favorite teams.)The variety and design of their merchandise is so extensive that you might start to suspect their main business is apparel.So, I always look at the website thinking I'd like to buy it someday (lol).
More recently, the large-scale American festival "breakawayThe partnership with "[company name]" has also been a hot topic.
6. 100 Thieves (USA)
Let me introduce another team from the United States.100 ties (100T)100T is an e-sports team that develops diverse projects, and was founded in 2017 by former professional e-sports player and YouTuber Matthew “Nadeshot” Haag. 100T is involved in more than just e-sports,We are also focusing on content creation and streaming.Many popular content creators are also affiliated with us. Currently,In addition to e-sports, five other projects are underway.Among them,The development of video games and energy drinks offers a unique direction made possible because the CEO is a former professional player.It may be.
Furthermore, their apparel line is also distinctive, focusing primarily on items that can be worn on a daily basis.It has a strong affinity with Japanese anime culture, and has also developed collaborative products with "Attack on Titan" and "Jujutsu Kaisen."doing.
7. GEN.G Esports (South Korea)
The Korean team "GEN.G EsportsGEN.G is also known as an e-sports team that has been funded by Keisuke Honda.Dedicated to nurturing talented young professional players who will lead the next generation.So, in collaboration with the University of Kentucky in the United States and famous brands,GEN.G FOUNDATIONWe are planning to launch a training program called "[Program Name]" this fall.
Furthermore, the headquarters office in Seoul is equipped with massage chairs, a spacious cafeteria, a streaming room, and a training room, creating an environment conducive to focused gameplay. CEO Arnold Hu said in the video, "We wanted to do more than just have an office; we wanted to provide a space like a PC cafe for our employees and players." he said.
8. KRÜ esports (Argentina)
Since Keisuke Honda's name came up, I have a question for you. Have you ever heard the name Sergio Agüero? He is a famous former professional soccer player from Argentina, known for his success with the Argentine national team and for playing for Manchester City and FC Barcelona.Aguero's esports teamBut,"KRÜ esportsThis team is known for its striking pink brand color, but KRÜ esports' defining characteristic isn't just its brand color.Social MediaThis includes Aguero,Famous soccer players like Lionel Messi also make an appearance.Yes, this is another factor that will enhance KRÜ esports' brand power.
9. TSM (USA)
American e-sports teamTSMSince its establishment in 2009, the company has attracted attention for its unique branding and business investments. In particular, in 2021,We have signed a 10-year sponsorship agreement with cryptocurrency trading platform FTX.The organization's name was also changed to "TSM FTX." However, this contract was quickly terminated when FTX became embroiled in a scandal and declared bankruptcy.
As for merchandise, similar to the 100T mentioned earlier,A collaboration with the popular anime "My Hero Academia" is underway.doing.
10. Team Liquid (Netherlands)
The website has a slightly outdated design...
"Team Liquid" is one of the most famous e-sports teams in the world,One of the teams that supported the scene in its early stages.They are known as [name of team]. Founded in the Netherlands in 1999, this team has won numerous awards for many game titles and is highly regarded for its achievements.
Its name is "Blue"
In addition, Team Liquid is also making its mark in the merchandise and apparel sectors, with many of its collaboration partners being major brands, and its product range is unmatched. Currently,They are developing collaborative products with hugely popular franchises such as "Spider-Man," "Star Wars," and "Naruto."doing.
The end
While there may be some bias on my part, I've introduced 10 teams that employ distinctive branding strategies.
If any of the teams caught your eye, or if you've never watched e-sports before, please take this opportunity to check it out!
See you again!
