- ESL’s refreshed brand identity features a new logo, original typeface, and bright colors.
- The new design will roll out across all ESL properties in the coming months.
- ESL has also simplified its skill ladder labeling for competitors, from “Open” up to “Masters.”
Esports event organizer ESL 
has unveiled an updated brand identity, which features a redesigned logo, original typeface, and brighter colors.
According to ESL’s website about the refresh, the changes reflect the company’s 19-year journey and the growth of esports, from a niche movement to a global business and thriving industry. It also mirrors the kind of journey that ESL wants to highlight for esports competitors as they attempt to battle their way from the bedroom to esports’ biggest stages.
“We are refreshing our ESL brand to align it to our core values and our belief that we can create a world where everybody can be somebody,” reads a LinkedIn post from ESL. “The new updated brand, developed with the global brand agency Superunion, is a metaphor for the journey to become somebody and stand out, creating a place for partners, players and fans to stand out too.”
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ESL’s updated color scheme centers on yellow, two shades of green, and black, along with imagery that resembles a camouflage-like web of polygonal shapes. The company plans to roll out the new design across all properties and events in the coming months.
Additionally, ESL has simplified how it labels its esports leagues and tournaments, with “Open” for newcomers at the bottom of the competitive ladder, “Challenger” for skilled players on the rise, and “Masters” for top-tier competitors.
