Riot Games Rebrand
ART DIRECTOR
RIOT GAMES
In 2021, as Riot Games expanded into broader entertainment and continued to launch new games and IPs, the company embarked on a rebranding project to modernize and rejuvenate its public-facing brand.
Riot Games sought to move away from the outdated and restrictive perception of solely being known as the developer of its long-standing hit game, League of Legends. The team was tasked with evolving the brand to encompass the company’s foray into tv/film, and cement Riot Games as a household name in gaming.
As the Art Director, I worked closely with designers, brand managers, strategists, and corporate leaders to develop the new look of the brand. I collaborated with both internal designers as well as external partners to ideate and visualize Riot Games’ core values and personality, and took an active part in the creative process of designing the core elements of the design system.
Old Logo
New Logo
Design System
The logo was redesigned to be more legible and scalable, while still embodying the unique personality of the company and its products. The iconic ‘Riot Fist’ that represented the company since its inception returned with a sleeker look that could be paired with the wordmark or stand on its own as the logomark and icon.
A custom typeface, core brand color palette, and basic shape language and design principle rule set were created to be used consistently alongside the logo to form a comprehensive design system that could be used for every possible medium and output.
Full Lockup
Logomark
Single Line Lockup
Contributors
Creative Director: Long Vu
Art Director: Jane Lim
Design Direction: Chris Reed, Jacob Grubbe
Designers: Many across Riot Games
Design Partners: Mother, ILoveDust