Brazilian esports organisation Los Grandes has undergone a significant rebranding, changing its name to LOS and unveiling a new logo.
Whilst the transition to LOS will be seen across all of the organisation’s channels, some of its competitive teams will remain as Los Grandes temporarily due to specific competition rules.
Alongside its new visual identity, the team also clarified its leadership structure following Los Grandes’ acquisition and merger of fellow Brazilian organisation Team oNe last year.
Los Grandes Founder Rodrigo ‘El Gato’ Fernandes will be tasked with working on LOS’ community projects, while Rodrigo Terron will be responsible for LOS’ institution and partnership opportunities.
Team oNe’s Founder, Alexandre ‘Kakavel’ Peres, will manage LOS’ competitive division. This includes searching for new ecosystems to enter, hiring players and creating esports plans for its current operations.
Speaking to Esports Insider, Terron highlighted that the reason behind the name change is to improve its identification. “We understand that now is a good time to make this a reality, as we are in a moment of consolidation in all the modalities we are inserted in and returning to the universe of content creation, bringing a positioning with a lifestyle footprint.”
He continued: “Since our merger with Team oNe, we have missed having clearer positioning as a brand, and this visual identity change is what we believe will bring more clarity about our future goals, both for our community, teams and all stakeholders involved.”
Terron stated that Los Grandes worked with two agencies and conducted several interviews with the community over the last five months to make the rebranding a reality.
To celebrate the rebranding, LOS will release a dedicated theme song for the new brand. Further details surrounding the song have not been revealed. The organisation has also launched a new LOS jersey that will be available for pre-sale alongside casual shirts.
The pre-sale will begin on June 10th, the same date that LOS will make its debut in CBLOL, Riot Games’ Brazilian League of Legends competition.
Through its new identity, LOS aims to strengthen its position in the esports market. This includes outlining ‘new objectives within the esports scene’ and reinforcing its ‘institutional moves’, which includes the acquisition of new companies.
2023 has already been a rather fruitful year for the Brazilian organisation. In January, Los Grandes secured a partnership with peripherals brand Redragon. Moreover, the organisation made its ‘official’ debut in last season’s CBLOL. Prior to this year, Los Grandes was competing alongside the Flamengo moniker.
Commenting on the rebrand, Fernandes said: “Our new brand will not change our essence. In this new moment, LOS comes to show even more our strength, demonstrating the level we have reached after years in the esports scene.
“We started small, we have evolved together, and from now on we will continue to raise our level even higher. We have reached the highest level of organizations in Brazil and we will continue by the side of our community, always hearing from our fans and supporters, who know what it is to be LOS.”
LOS says it has competitive rosters in Free Fire Emulator, Rainbow Six Siege, CS:GO and League of Legends.