North American esports and gaming company Misfits has unveiled a new visual identity. This includes a revised logo, font and overall art direction, which is now more upbeat and cartoonish.
The visual rebranding aims to reflect Misfits’ new direction, with an enhanced focus on gaming, media and culture and less on esports.
Misfits Gaming Group is a well known name in North American and European esports. Founded in 2016, the organisation competed professionally in a wide range of games, including League of Legends and Fortnite, while also operating teams in the Overwatch League (Florida Mayhem) and Call of Duty League (Florida Mutineers).
The organisation sold its LEC slot to Team Heretics in 2022, and made substantial moves to angle itself as a creator-focused brand, instead of an esports organisation. This is apparent from the lack of any mention of esports teams on the Misfits website. The company appointed former Bleacher Report executive Sam Toles its new Chief Media and Entertainment Officer, and member of the MrBeast team Karl Jacobs as Creative Director.
The new branding reflects a heavier angle towards creators, with a more colourful visual style and design. The Misfits Bunny, the company’s mascot, will remain a part of the identity, but with a changed design. According to the organisation, the bunny will “take on a more prominent role across digital media and printed materials”. Misfits notably created a multi-million dollar creator fund to support its creator-focused business.
The company has also announced a merchandise drop to celebrate the new identity, which consists of streetwear-inspired shirts, hoodies and headwear.
Ben Spoont, the CEO of Misfits, commented on the new identity: “We have always believed in the power of gaming, media, and culture to bring people together and create meaningful experiences. This rebrand reflects our continued dedication to fostering a community-driven environment that empowers our creators and engages our global audience like never before.”