As for the local touch, Biborg undertook different creative iterations based on the Russian and Italian models to better understand the challenges that local leagues will have to overcome to personalise their own logos. We first came up with a premium global structure, based on simple but sleek and sharp lines. Our goal was then to avoid a “esports” typical look and feel, using often heavy shield shapes, banners and prominent typography.
The aim was to ensure that when looking at the final national competition logo, we see that it is the same family but with a strong local personalisation.Īs esports is growing, it’s becoming more and more difficult to stand out from the competitors in terms of creative identity. The objective was to stay true to the game’s DNA and regional esports events logo structure, while providing territories with the possibility of creative freedom and the ability to customise it with their own local touch, such as flag colours, patterns, fonts and other elements. While evolving towards a regionalised program with a consistent global frame, Ubisoft wanted to allow a stronger focus on local particularities.įollowing this new positioning, Ubisoft EMEA turned to Biborg to lay down the ground for a regional creative coherency, answering to some discrepancies between local league identities so far.
In 2020, Ubisoft announced plans to take Tom’s Clancy Rainbow Six Siege to the next esport level. Ubisoft’s effective way of listening to its players and taking on the feedback for this game has helped it to be one of the fastest growing esport titles. Ubisoft’s tactical first-person-shooter game, Tom’s Clancy Rainbow Six Siege, managed to recover from a middling launch to a success story.