This is the design of the 'League of Legends Championship Americas (LTA)', which is Riot Games' unification of the North American LCS, Latin American LLA, and Brazilian CBLOL into a single league.
This is a project that gives new identities to the three regional leagues without damaging the affection and historical heritage of the fans. To achieve this, LTA has built a composite brand architecture that can maintain the individuality of the North (LTA North) and the South (LTA South) under the main brand. The North visualizes the opposing energies through the blue and upward arrow, symbolizing rational strategy, and the South through the red and downward arrow, symbolizing passionate passion. The gold LTA logo is located in the center, expressing the authority and dignity of the entire brand.
The broadcast experience has also been redesigned. To deliver the same immersive experience across multiple platforms, including Twitch, YouTube, and TV, we’ve introduced high-speed animations and a multilingual subtitle system, and optimized the layout around live broadcasting. Our dedicated typeface, Riot Dimension, provides consistency across all of LTA’s communications, giving fans a unified brand experience.
The first season of LTA proved the success of the brand strategy with its performance, with over 24.9 million hours watched and peaking at 460,000 concurrent viewers. Popular teams such as Team Liquid, Cloud9 KIA, and FURIA participated, attracting a large new fan base. The LTA logo and visual assets, streamed for thousands of hours, became an iconic presence in the global esports market.
