ESL launches brand campaign ahead of 25th anniversary

Esports tournament organiser ESL, part of ESL FACEIT Group, has announced a new brand campaign to celebrate the company’s history ahead of its 25th anniversary.

Called ‘Live Legendary’, the campaign will be launched during IEM Cologne and features revised visuals and assets.

The new branding campaign was made possible through a collaboration with Design Bridge and Partners, a design agency that has worked with the likes of Unilever, Microsoft, Tencent and BBC in the past.

The design incorporates the current colour scheme that ESL uses for its events, consisting of bright greens and yellows, but updates the fonts and other elements. ESL says that the font is ‘inspired by stone carvings’ to reflect on the fact that the company has been a part of the esports industry since its early days.

Fabio Tambosi, Senior Vice President of Marketing, ESL FACEIT Group, commented on the campaign: “Live Legendary positions esports as the next frontier of fandom, uniquely situated at the intersection of competitive gaming, entertainment and culture.

“Legends are forged at ESL tournaments—and have been for more than two decades—which is why we encourage all of our fans to play their part by providing Gen Z and Gen A a place to connect with their friends and co-create alongside their favourite heroes.”