Koto creates complete brand identity system for LCP

Koto, a brand and digital creative agency in Sydney, has created a complete brand identity system for Riot Games’ new esports league, the League of Legends Championship Pacific (LCP), with the goal of integrating and enhancing the influence of the Asia-Pacific (APAC) region in the global esports market.

As part of Riot Games' strategy, the establishment of LCP not only makes up for the lack of a unified league in the Asia-Pacific region, but also hopes to enable this region with the largest player base in the world to have a stronger voice in the e-sports arena.

Koto led the brand system covering brand strategy, visual design, tone of voice and a set of scalable visual languages. The core concept platform of the project is named "What We're Made Of", emphasizing regional pride while conveying the ambition of global competition.

The new league logo is named "The Pinnacle". The logo presents the image of five professional players united as one in a fiery lava-like form, symbolizing the pinnacle of e-sports team spirit. Its modular visual language draws inspiration from the game itself and is adapted to digital platforms, event broadcasts and offline activities to ensure the consistency and recognition of the brand in various scenarios.

"We wanted the LCP to be more than just an esports event, it was a cultural force," said Gerald Torto, senior strategic director at Koto Sydney. "'What We're Made Of' captures that energy and emotion."

The LCP brand system includes an exclusive custom font, LCP Ignite, which supports multilingual typesetting, and establishes a sharp and expressive brand tone based on the three principles of "originality, energy, and focus". According to Koto, this system is highly scalable and can cover multiple levels from player data to promotional video preheating, ensuring the continued development of the league in the next few seasons.

Melissa Bailache, creative director at Koto Sydney, added: “Riot Games has made it very clear that this is a brand that belongs to its fans, and it’s about building a sense of identity and belonging, and also inspiring regional pride and passion.”