Dignitas launches rebrand; revives historic logo with modern twist

06 January 2021


Following the likes of Rogue, the LCK and the LCS, Dignitas has announced its latest rebranding as the organisation’s iconic alien returns with a modern look. 

The organisation has brought back ‘Digi’, the logo that originated with the team’s founding back in 2003. According to the organisation, the new re-imagined logo is expected to ‘engage fans through a range of animations to communicate personality and emotions’.

Credit: Dignitas

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The re-brand pays tribute to the legacy of Dignitas and hopes to reinvigorate nearly two decades of esports fans. 

The eyes of this new Digi are shaped similar to the Dignitas logo of old, paying homage to the original. Moreover, Digi will now be able to ‘modify’ its structure through expressions and animations, whilst the logo will also have different colour variants. 

John Spiher, Vice President of Partnerships at Dignitas commented: “This new mark creates unmatched capabilities for brands and partners. 

“By developing Digi as a ‘living’ part of the greater Dignitas identity, we can curate unique 2D and 3D animations, live broadcast, and other content experiences to embed our partners in more meaningful ways than ever before.”

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In collaboration with Dignitas’ merchandise partner, Champion, Dignitas has also released Digi-inspired merchandise to celebrate the re-brand. The merchandise is available for purchase on its online store.

Michael Prindiville, CEO of New Meta Entertainment, INC. and Dignitas added: “The return of Digi is a thrilling moment for the entire Dignitas organisation and one we’re confident will excite our current fan base while reengaging idle fans that have long awaited the return of a legendary icon.

“The reimagined Digi is an original emotive mascot to the world of gaming and esports that will stimulate storytelling and emotional narratives, while becoming an asset unique solely to Dignitas.”

The first to debut Dignitas’ new re-brand will be its multi-championship winning Rocket League team during this weekend’s RLCS European Regional event. 

Esports Insider Says: It is nice to see the return of Digi to the organisation, allowing Dignitas to include more personality into new partnerships and sponsorships, brought to life via Digi’s wit and dry humour as well as emotive representation.