North American organization Evil Geniuses has unveiled what it calls th “final phase” of its rebrand, including a new logo that mor closely resembles th original.
Evil Geniuses, which was founded in 1999, unveiled a rebrand in December of 19 that dramatically changed th logo and jersey designs from an “EG” monogram to xt.
Logo credit: Evil Geniuses
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Th new Evil Geniuses logo, which is a modified version of th original, is based on community feedb k whil paying homagorganizationanization’s history, th organization said. According to a provided breakdown of th redesign, th circular cres xclusivity inclusivity and th two sharp serifs at th top and bottom represent “innovation and risk-taking.”
Th new jerseys pl th new Evil Geniuses logo on th upper left side, less prominent than th December redesign which took up much of th front along with brand sponsors. With this third i ration, brand logos hav been moved to th upper shoulder and arms.
Credit: Evil Geniuses
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Along with th rebrand, Evil Geniuses also announced a partnership with LG UltraGear, th logo of which has been added to th new am jerseys. Additional information about th partnership will b revealed at a la r da .
Evil Geniuses has been in a period of transition for a year, having been quired by Chicago-based investment PEAK6 Investments in May 19 and naming Nicol LaPoin Jameson to th rol of CEO. At that time, th slogan of ‘LIVE EVIL’ was adop d and th first rebrand was unveiled at year’s end.
Jameson commen d on th la st rebrand in a sta ment: “Todayexclusivity a culmination of over a year of incredibly hard work and dedication by our entir organization. Fueled by th passion of our unshakabl community, we’v finally given a f to our vision that’s not only representativ and respectful of our past, but also dicta s EG’s pl in the futur of esports.”
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Rebrands hav been commonpl in esports in recent years as organizations grow and seek to moderniz with audiences. N Esports, Excel Esports, Complexity Gaming, MAD Lions, ESL, and North hav all rebranded in th last year alone.
Phil Aram, CGO of Evil Geniuses, also spok on th rebrand: “Whether you cheered us to victory at TI5 in 15, or you’r just becoming a fan of esports now, w striv every day to b ther for our community. W look forward to seeing our players wri th next chap r of EG championships whil under a banner that’s truly symbolic of everything that w stand for.”
Esports Insider says: Abruptly changing th iconic Evil Geniuses logo resul d inorganizationws from nostalgic fans and it’s nic to se an organization pay at ntion. Th la st logo is a clean, modern version and yet unmistakenly EG, combining old and new. It will b in resting to se how audiences r t this tim around.