EXCEL ESPORTS reveals a new logo and brand philosophy


League of Legends

November 12, 2020 / 3:54 p.m.

UK esports organization EXCEL ESPORTS has announced its new branding and competition philosophy. The team is looking to move away from their previous design, with a vision they call the “Power of Better”. The new brand identity also comes with a brand new matching logo.

EXCEL ESPORTS has redefined its look and philosophy to match its history and the development of the organization and its players (Image via EXCEL)

The new vision of EXCEL looks back over the six years of existence of the organization. A reflection on their history as a grassroots British esports organization, to one of the main players in the European League of League of Legends LEC, as well as to the highest ranks of Fortnite.

Every step in the organization’s short history means that it has continuously improved and will continue to do so. Therefore, they decided to rethink themselves with their Power of Better philosophy. Every day since their inception, they only improve and grow.

The Power of Better philosophy is to grow every day, whether for the organization or the actors who are part of the organization. EXCEL uses the term Pyramid of Success to explain how they look internally and externally at the success of all assets and determine how they continue to improve to reach the top.

It can also translate to fans interested in the EXCEL brand. EXCEL has published its very first white paper titled Play for better, detailing ways in which players can improve their health while striving to become the best esports athletes and the best game versions of themselves.

Following the news, Kieran Holmes-Darby, co-founder and director of games for EXCEL said: The biggest esports in the world. When EXCEL was founded, we wanted our identity to be motivating, competitive and for people to easily support us in the game with the XL tag. As we move into this next phase of our journey, it’s great to be able to showcase our roots and our initial passion, while also developing our brand to match our future ambitions.

EXCEL is all about moving away from the esports brand as a lifestyle brand and working for physical, mental and competitive benefits. It’s a new take on the esports scene, and it will be interesting to see how their development plays out.


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