Excel is a British esports team who became the surprise entry in to 2019’s European League of Legends Championship Series (LEC). Our rebrand dares to challenge perceptions and the expected visual landscape of the industry, positioning Excel as a team that is ready for a new era for esports.
We developed a new brand identity inspired by themes of momentum and Britishness to champion the upward trajectory of this UK based team as they take on elite competition on the European stage. The rebrand recognises the teams focus on personality and community, underpinned by the belief that they are the product of their people, their team and their fans.
Strategic Repositioning, Brand Manifesto, Logo Mark, Visual Identity, Typographic Style, Colour Palette, Tagline and Hashtag, Animations, Video, Social Media Assets and Website Reskin.