Following suit with the other major competitive regions, the League Championship Series has launched a rebrand headed into 2021, featuring a new LCS logo, color scheme, and identity. Just two days prior, the LCK went live with their own rebrand to accompany their franchising, turning their classic bird-star logo into a set of sleek wings. The LPL rebranded last summer, the LEC underwent a huge rebrand in their own franchise in 2019, and even Riot Games itself donned a new fist in 2019.
The LCS had a soft rebrand in 2019 when the EU LCS changed to the LEC, dropping the "NA" part of their name and officially becoming the LCS. Along with that, they dropped the NA from their logo and production but otherwise remained the same. In their new rebrand in 2021, they've taken on the color purple and completely ditching the LCS shield that has been a part of their image since the beginning in 2013.
The new logo features the same three letters aligned in a sort of diamond, mimicking the look of their LCS Finals trophies. They've also taken on a new tagline, "Made By Many," with other catchphrases like "All For The Game," as well. Along with the diamond look of the logo itself, the LCS season start video featured various effects to replicate looking through a crystal, hinting that diamond or jewels may be a more prominent theme in their rebrand.
Their announcement video also focuses on the new talent that is taking over the region, highlighting the retirement of the two most popular figures in the scene this off-season, Søren "Bjergsen" Bjerg and Yiliang "Peter" "Doublelift" Peng. With the two faces of the LCS gone, and with almost every other longstanding veteran having retired before them, the LCS is heading into a new era with a new image.
This off-season, multiple LCS teams completely rebuilt, featuring a full new roster for 2021. Many of them drew from Scouting Grounds and collegiate talent, bringing an incredibly large class of rookies and non-LCS veterans to the LCS for the first time since the establishment of the league. "This year is all about domination," caster Sam "Kobe" Hartman-Kenzler states. And LCS fans just hope he's right.
Check out the full video announcement here:
Images by Riot Games
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