Esports company and tournament organiser ESL Gaming has rebranded its national leagues and championships. Going forward, all of the ESL National Championships will have new uniform branding.
This means all ten of ESL’s National Championships will get a visual overhaul that consists of a new logo and dedicated patterns. The goal of the rebrand is to make the tournaments align better with ESL’s global branding.
The ESL National Championship series is one of the longest-running esports leagues in the world, having first started in 2002 in Germany. Along with it, there are nine more ESL-sanctioned national leagues in Australia, Benelux, France, Italy, Poland, Spain, Switzerland, Turkey and the United Kingdom that will receive the updated branding. The leagues host tournaments across different game titles, however, the most prevalent game is CS:GO.
The new branding includes a new logo that now looks more like ESL’s other visual assets, as well as a camouflage pattern. According to ESL, the new design will allow the national championships to be more coherent with the ESL Gaming brand, however, it also leaves “enough space for each region to adjust the design to their local symbols.”
Ulrich Schulze, SVP Product Management at ESL Gaming, commented: “With the new visual identity, we aim to strengthen the connection between the different levels of competition in our esports ecosystems, and we can’t wait for more amazing stories to unfold in the near future.”
The new brand is very similar to the recently refreshed ESL One brand, with the logo following the same structure. It is, however, different to some other ESL brands, like Intel Extreme Masters and ESL Pro League. The company has invested heavily into branding since refreshing its corporate identity and has even created a ‘sonic identity’.
