Riot Games, in collaboration with global creative agency Stink Studios, has unveiled a new design system that puts player experience first. The rebrand centers around Riot’s signature “fist bump” logo, creating a visual identity that unifies its games and media.
Since its founding in 2006, Riot Games has led the global gaming industry with titles such as League of Legends and Valorant, and has recently expanded its business areas to include music, comics, and animation. Stink Studios developed a flexible and integrated visual identity to expand its brand based on this.
This design system expresses the passion of the player. All visual elements reflect the world of Riot Games, and graphics, patterns, and textures are created based on the movements and elements of the game. For example, certain patterns reflect elements extracted from the skills of the game character.
Riot’s key characters serve as brand ambassadors, strengthening their connection with fans. The expanded color palette centered around Riot Red is flexible across media, maintaining brand consistency.
The new brand guidelines are designed to be easy for internal staff and designers to use. “We understand the passion of Riot Games as gamers and we’ve incorporated that into our visual systems,” says Cameron Temple, creative director at Stink Studios.
“Stink Studios clearly identified our brand pain points and developed a design theme that the entire team could easily adapt to,” said Chris Hoag, Riot’s brand manager.
