Koto Sydney leads APAC esports rebrand for League of Legends

Brand and digital agency Koto Sydney has developed the brand identity for Riot Games’ League of Legends Championship Pacific (LCP), a newly launched esports league designed to unify the Asia-Pacific (APAC) region’s competitive gaming market.

The LCP brand was created as part of Riot Games’ strategic efforts to elevate the region’s role in global esports. While League of Legends is among the world’s most-played online games, the APAC region, despite its large player base, lacked a consolidated league until now.

Building the league identity

The new identity, led by Koto, covers brand strategy, design, tone of voice, and a comprehensive visual system. Central to the campaign is a platform titled “What We're Made Of,” which communicates regional pride and signals intent to compete globally.

Koto’s scope included crafting the LCP’s logo, named ‘The Pinnacle’, a molten emblem depicting five professional players united, and designing a modular visual language inspired by gameplay. The system spans digital, broadcast, and live-event formats, aimed at delivering consistency across all touchpoints.

‘The Pinnacle’

Gerald Torto, senior strategy director at Koto Sydney, said: “The goal with LCP was to frame the league not just as a competition, but as a cultural force. The energy and sentiment captured in the idea ‘What We're Made Of’ is a fitting platform.”

The identity includes a custom typeface, LCP Ignite, supporting multi-language use, and a sharp editorial tone defined by three principles: raw, energised, and focused. According to Koto, the branding assets were developed to scale with the league’s needs over multiple seasons, covering everything from player stats to teaser campaigns.

Melissa Baillache, creative director at Koto Sydney, added: “Riot made it clear this was about building pride and momentum, and giving fans a brand that belongs to them.”

Esports growth in Asia-Pacific

The LCP brand launch comes as APAC’s esports industry experiences rapid growth, with projected revenues of US$2.5 billion by 2030 and a compound annual growth rate of 26% from 2025.

Riot’s recent League of Legends World Championship attracted a record 6.94 million concurrent viewers at its peak, signalling growing interest and commercial potential in competitive gaming.

Koto operates globally with studios in Berlin, London, Los Angeles, New York, and Sydney, and has previously worked with brands including Airbnb, Amazon, Netflix, and Google Gemini.

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