VCS Brand Kit - League of Legends

ABOUT

The Vietnam Championship Series (VCS) is a professional esports league for League of Legends, managed by Riot Games and VNG Games.

The project aimed to simplify and clarify the brand's direction to better communicate its values and goals.

SCOPE OF WORK

Brand kit simplification
Logos
Fonts/Typography
Color Palettes
Templates and Grids
Backgrounds and Graphics
Motion Kit
Example Layouts

CHALLENGE

The main challenge was to design branding that would allow for the constant creation of new layout configurations. That's why it had to be simple, consistent, and accessible on all devices.

PROBLEM

The Beast and Riot Games approached us to simplify the Vietnam Championship Series (VCS) brand kit and design motion graphics for their upcoming games. The problem with their existing brand kit lay in its complexity. Despite having an engaging Brand Guidelines document, partners found it difficult to adapt to or efficiently utilize for broadcasting purposes. The brand was too complex to use easily, so we had to simplify it all in just 30 days before the championships.

INSPIRATION

The inspiration behind the brand comes from the vibrant and diverse Vietnamese culture, which we aim to capture through the use of intense colors.
This culture is full of energy and dynamism, which we try to reflect in creating a lively and spirited design.

FONT

For this project, we selected a font that offers a full range of characters, including the Vietnamese alphabet.We chose GT America Expanded Black for its strong and legible qualities, making it stand out in different places. To complement this, we opted for Roboto Condensed as a simple, secondary font that harmonizes with our primary choice.

MOTION

The world of esports never stands still, so dynamism was an important element of branding. We employed a combination of calm, flowing gradients for static screens with fast and snappy movement for transitions.

RESULTS

The brand kit was completed before the deadline and successfully incorporated into the broadcasts of the VCS 2024 Spring Championship.

CREDITS

Studio: The Hungry Beast
Year: 2024

Lead Graphic Design: Bernadetta Krawczyk
Art Director/ Brand book: Piotr Buczkowski
Motion Design: Natalia Ratajczak

MEMORIAPOLIS – Official Trailer

SLAVA

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