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195. Office Hours: Riot's New Look
Episode 19525th February 2022 • Business of Esports • Paul Dawalibi
00:00:00 00:04:47

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In this episode of Office Hours, with our host William "The Professor" Collis, The Professor discusses Riot Games releasing a new logo, the organization's new press website, rebranding, and so much more!

Transcripts

William Collis:

Hello, welcome to office hours with the professor. I'm your host, William, the

William Collis:

professor Collis and this is the inaugural episode of the new spin offs program from the business of

William Collis:

esports. Each week, this will be a weekly show, I will be taking you through a deep dive in a

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esports news story that caught my interest that can be the hottest news item of the week, all the

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way to a very small minor story that maybe I have strong opinions of that I think you should know

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about. That's flown under the radar. That being said, let's kick it off with our inaugural episode

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of office hours. Now, you may be thinking, I've picked a huge news story to anchor the kickoff

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episode with but actually, no, I went with one that I think has kind of fly under the radar for a

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lot of people Riot Games is updating their logo, you might see the updated logo and say, Wait a

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minute, isn't that the old logo? And in fact, I think it's that reaction. Wait, it sort of looks

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like the old logo. Why is this a big deal that made me want to dig deep. This is not a seismic

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rebranding from Riot Games. This isn't that they just hate their old concept are that they think

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the old brand identity is junk, and they need to throw it out what Riot Games is doing here is a

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relatively small refresh on their branding. Anytime a company makes a relatively small

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branding refresh, it sort of begs the question, why bother? If 90% of consumers are going to look

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at your new logo and think it's the same as your old logo? They're gonna look at your new font and

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think it's the same as your old font. Why did you make the change at all, the reality is small

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changes like this to the public can mean big things behind the scenes in the industry. And if

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Riot feels they need a newer brand, they must feel that there is a corporate reason for that, that

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something is changing behind the scenes that makes them want to express themselves differently. It

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makes them want to express their company so differently, that they're willing to push out a

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minor change because they think the tweaks that are happening around the edges here are that

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important. That has me really interested. So I'm looking at this and I'm saying, okay, Riot, why

William Collis:

did you swap your logo, what's going on here? So I think first of all, it's good to look at the old

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logo and the new logo. I think the old logo is a little more playful, it's honestly a little bit

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more childish, it certainly feels a little more 90s gamey for me. You know, if I look at the new

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logo, it strikes me as a little bit more mature, a little bit more serious, and certainly a little

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bit more flexible in its applications. I see these changes really coming across in the font. The fist

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to me is relatively the same across both versions, we see some elements of the fest reused in the

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lettering like in detail. But for me, it's this new Riot Games, sort of more serious, almost New

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York Times II style font that's anchoring it. That's the big difference to me. What I think's

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going on here is reflective of riots new role as playing across media channels, they're in music.

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They're in television with their excellent arcane series on Netflix, and who knows what other

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exciting multimedia content strategies this company has coming. To me, the newspaper feel I

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get from this new logo, and particularly the font refresh, to me makes me think riot is really

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positioning themselves as more than a games company, they really want to be ready to go after

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these multimedia channels where they've had a lot of success. I suspect what we're gonna see is this

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font being used as a digital identity across a lot of different riot properties and executions. And I

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expect that Riot will continue to have right and but they will push more subsidiary brand and using

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this same holding font, which works very well across multiple properties to before I think this

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is a company that wants branding that works across a variety of channels that not just games, and

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they take it seriously enough that they're willing to push it out now to prepare themselves to future

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proof themselves for what I presume are more big steps and announcements coming in 2022. And I

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suspect this news is not just related to a project l they're rumored amazing fighter which like up

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believe it when I see it guys, I know you keep posting updates and posts that update like last

William Collis:

Christmas or something. It's not just that I think this is really about them expanding continuing to

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expand their tendrils in other directions. It's not just making more games, but it's making more

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things adjacent to games. leveraging the expertise and success, the storytellers and world builders

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have I give it an A minus is the fact that now Riot Games has slightly new font that different

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notes is the signaling value from Riot that they want to broaden their reach and be able to

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communicate more meaningfully across a different variety of trades important. Yes, it's very

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important. And it has me watching Riot Games very closely in 2020. If you enjoy this sort of

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analysis, we'll be doing a lot more of this in office hours, as well as maybe covering some more

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conventional groundbreaking stories till so thank you so much for stopping by this first episode,

William Collis:

and I look forward to speaking with you again next week.

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