Founded in 2006 and headquartered in Los Angeles, Riot Games is a prominent video game developer, publisher, and organizer of esports tournaments, most famous for its battle arena game League of Legends. Recently, they collaborated with global creative agency Stink Studios to develop an enhanced and unified design system for Riot’s expanding range of games and media.
Stink Studios created a dynamic design system that highlights Riot’s iconic ‚fist bump‘ logo and integrates its identity across various mediums, from in-game visuals to social media posts and live events. This redesign delves into player passion, crafting a brand experience that resonates across all of Riot’s games and media platforms.
Over the past 15 years, Riot Games has grown significantly with successful titles like Teamfight Tactics and Valorant, as well as ventures into music, comics, and TV, including the award-winning series Arcane for Netflix. Recognizing the need to evolve, Riot tasked Stink Studios in early 2024 to develop a design system that would unify the brand with its expanding portfolio.
Stink Studios conducted research with Riot’s creative teams and discovered a unified brand purpose centered on enhancing the player experience. From in-game assets to live events, this brand evolution promises a consistent yet adaptable aesthetic tailored to fans.
The new visual identity revolves around the fist bump, a longstanding symbol in Riot Games‘ branding elevated to represent approval and community connection. The core color palette is rooted in Riot Red, with additional tones inspired by the diverse worlds within Riot’s games.
The design system incorporates elements from Riot’s games, such as patterns that can be used in various brand assets, and showcases iconic characters as brand ambassadors. A new brand manual provides flexibility for adhering to guidelines or creating something unique.