Riot Games League of Legends - World Championships
2025
The World Championship is the peak of competitive League of Legends, where the best players fight for a place in esports history. Watched by millions, it’s one of gaming’s most iconic stages. After years of fantasy-led brand overhauls, Riot wanted a shift: less myth, more sport. A new visual identity with the confidence and longevity of a global championship.
Built to last
Instead of reinventing the brand each season, we built an identity system designed to last, one that can grow and evolve with the tournament. Rooted in honor, precision, and prestige, it gives the World Championship a confident, elevated presence worthy of its global stage. The system provides a strong foundation and clear structure while leaving room for fresh creative expressions each year, keeping the brand alive and dynamic.
Evergreen vs Seasonal
At the core of the system is a modular, responsive grid that adapts across every format, from broadcast and stage graphics to social and print. This forms the evergreen foundation: structured, scalable, and instantly recognizable. Motion follows the same principle, using sharp, confident movements that balance energy with elegance.
Each year, seasonal elements build on that foundation to inject fresh energy. For 2025, we developed the full seasonal expression and its accompanying guidelines, drawing on the Summoner and Xin Zhao’s glaive as both graphic motifs and sources of macro textures for the key visuals.
Texture played a key role in shaping the identity. It needed to feel iconic, capturing the materiality of Zaahen’s glaive, reimagined through a crystal style render.
Every detail, from type and color to motion and composition, was crafted with the same precision and excellence that define the competition itself.
A System That Scales
We crafted a comprehensive toolkit and guidelines, helping Riot and their partners to extend the system across every touchpoint. The result: a framework that remains fresh year after year, transforming the World Championship from a yearly refresh into a lasting identity.
BUCK
Executive Creative Director
Vincent Lammers
Executive Producer
Justin Harris
Chance Woodward
James Britton
Producer
Jose Tirado Galan
Associate Creative Director
Daniel Rodrigues
Art Director
Estefan Richter
Rasmus Stenberg
Animation Director
Daniel Rodrigues
Joe Brooks
Design
Matheus Sakita
Lucas Ramos
Florian Stumpe
Bernd Bousard
Felipe de Leonardo Figols
Alessandro Issao Nakabac
Léo Imbert
Concept Artist
Yana Abramova
Joe Sparkes
Tiago Calliari
2D Animation Lead
Marco van der Vlag
2D Animation
Laurentiu Lunic
John Stewart
Otilija Morozaite
Nicolas Grandry
Riccardo Agostinelli
Andres Cuevas
2D Cel Animator
Santiago González
3D Supervisor
Joao Rema
3D Lead
Shane O'hara
3D Character Design
Mert Ergüden
3D Design
Esther Beije
Ylli Orana
Kat Smith
Ruxin Lang
Chloe Tu
Manon Sailly
Will Burkart
Alexis Varga
Fabio Wasques
Marco Savignano
3D Animation
Alexis Varga
Fabio Wasques
Marco Savignano
3D Character Animation
Ross Scroble
Julia Fritsch
3D Compositor
Shane O'hara
Ylli Orana
Kat Smith
Chloe Tu
Houdini Artist
Beatrice Viguier
Chris Ribar
Hogan Williams
Luka Zabret
Rigging Supervisor
Ernesto Ruiz Velasco
Rigger
Francis He
Technical Director
Jens Lindgren
