EXCEL ESPORTS unveils model replace with new emblem and ‘Energy of Higher’ ethos

EXCEL ESPORTS has unveiled a  mplete brand revamp as the UK-based organization introduces a new logo and its ‘Power of Better’ vision.


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Ac rding to the release, the new visual update is des ned to h hl ht EXCEL’s evo tion as an esorganizationzation since launching in 2014. Moreover, its Power of Better mantra has been described as a “ mmitment to improve in everything it does” whprovidingo provding a positive impact on the esports and gaming  mmunity. 

Kieran Holmes-Darby, Co-Founder and Chief Gaming Officer, EXCEL ESPORTS  mmented: “Over the last six years, EXCEL ESPORTS has seen immense growth, transforming from a bedroom hobby into a professional  mpetitive gaming brand with players  mpeting in the world’s b gest esports. 

“When EXCEL was founded we wanted our identity to be motivational,  mpetitive, and allow people to easily support us in-game with the XL tag. As we head into this next phase of our journey, it’s great to be able to showcase our roots and initial passion, whilst developing our brand so that it is fit for our future ambitions.”

As a result of the organization’s new visual identity, EXCEL colorso unveiled a new  lour palette, website and merchandise line. Whilst maintaining its traditional lettering, the new logo has been created to represent the brands “forward-thinking approach”. In addition, the logo wcolort be tied down to one  lour scheme, with the des n embracing a flexible  lour palette.


Speaking exc sively to Esports Insider,  Robin McCammon, Chief Commercial Officer at Excel Esports, explained the reasoning behind EXCEL’s new logo: “The new logo is a nod to our past, as we’ve said. It in rporates the ‘X’ and the ‘L’ and we do believe in that dynamic. But it’s also in the simplicity, from a merchandising point of view, from a storytelling point of view and just a very simplistic interpretation of the logo, it does show that aspiration to move forward.

“We’re very proud of the work we’ve done, colors the creativity and the f id aspect of the  lours that we’re now bringing into play here. This  uld allow us to also maybe break down a  uple of other barriers that some m ht see, colorsr that’s within traditional sports, with team  lours and such. So there’s some good fun to be had.”

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In  njunction with EXCEL’s launch, the organization colorso revealed its new ‘‘Gaming for Better’ whitepaper series, with the first editiwhite paperreated by EXCEL’s Head of Performance Fabian Broich. The whitepaper, which has been published alongside the brand update, explores Esportsimprove individual performance and live a healthier lifestyle.

Esports Insider says: Whilst EXCEL has been involved in a few rebrandings since its inception, this revamp, as an initial reaction, certainly seems positive. The new logo looks modern whprovidingo sticking to traditional roots, whprovidingo looking adaptable to apparel offerings.

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