Steven R. December 9, 2019
LGD Gaming is 10 years old now.
The organization is commemorating the occasion in a number of different ways including giveaways and some highlights of the team’s history. The most recognizable part of LGD’s birthday festivities has been the reveal of a new logo that leaves behind its enduring but bland former lettering in favor of something more stylized.
The new logo was revealed on Twitter and was quickly proliferated across social media. As is almost always the case with rebrandings, fan response was resoundingly negative.
“Ummm, do LGD Gaming need to take advice from Virtus.pro,” asked Dota 2 caster Toby “Tobiwan” Dawson, a reference to Virtus.pro’s popular new look for The International 2019.
“Am I the only one who sees the man with hands up?” questioned one fan on Twitter.
Worst of all were a number of debates regarding what the stylized lettering in the logo actually looks like. Fans stated that the logos actually read “Gaming LGJ” or even “Gaming UGJ” rather than “LGD Gaming.”
Fans are already clamoring for a return to the more familiar red LGD Gaming logo that has most recently been in use.
That said, LGD’s rebrand is far from the worst seen in esports.
LGD Gaming new logo still better than most
Rebranding is difficult in any industry. Recognizable brands like the Gap and Mastercard have rolled out new logos and quickly reverted back after poor reception from customers. Tropicana did the same, but only after dropping its iconic “orange with a straw” logo led to a steep decline in sales.
With many esports brands starting as grassroots endeavors and transforming into multi-million dollar companies, it’s no surprise that the industry has seen more than a few notable rebrands in recent years. Some, like ESL’s move from its traditional black and baby blue color scheme to the neon green and yellow of today, have turned out fairly well. The vast majority have been poorly received, however.
Earlier this year, Complexity Gaming shed its enduring colors and hurricane logo in favor of a look inspired by the Dallas Cowboys, the football organization it shares an ownership group with. This was followed by NRG Esports rolling out a new logo and color scheme. Both of these rebrandings were poorly received by fans.
The rebranding isn’t popular and it certainly comes at an inopportune time as LGD Gaming’s Dota 2 team hit a rough patch that saw it lose in the open qualifiers to the DreamLeague