Rebrand of Riot Games by Stink Studios prioritises the player experience

Founded in 2006 and based in Los Angeles, Riot Games is a major video game developer, publisher and esports tournament organiser, best known for its battle arena game League of Legends. They recently partnered with global creative agency Stink Studios to create an evolved and expanded design system that unifies Riot's growing portfolio of games and media.

As a result, Stink Studios has developed a dynamic design system that celebrates Riot's iconic 'fist bump' logo and injects its identity through every medium, from in-game visuals to social posts and live events.

At the heart of this redesign is a deep dive into player passion, creating a brand experience that resonates across every game and media platform Riot touches.

Brief and research

In the 15 years since League of Legends established Riot Games as a major force in the gaming industry, it has continued to grow, with hits such as the auto battler game Teamfight Tactics and the character-based tactical FPS Valorant. It has also ventured into music, comics, and TV, such as the Emmy-winning Arcane, an animated steampunk series for Netflix.

Recognising the need to evolve and expand the brand, Riot briefed Stink Studios in early 2024 to develop a dynamic design system that would unite the brand with its growing roster of successful IPs.

Stink Studios began by carrying out research with Riot's creative teams. What emerged was that, while Riot owns many properties across multiple media, there is a unified brand purpose at the heart of everything it does: making the player experience better. With these findings, the team at Stink Studios worked on developing a master brand that celebrates the games and commitment to its players.

From in-game assets to social media and live events, this brand evolution promises a consistent yet flexible aesthetic designed with fans in mind.

Visual identity

At the heart of the new visual identity is the fist bump, which has been part of Riot Games' branding since the start. The rebrand now elevates it to a living symbol of approval and a fist bump to the community.

The core colour palette is anchored in the iconic Riot Red, which has been expanded to include complementary tones, giving the system depth and flexibility. The secondary, expressive palette is inspired by the diverse worlds within Riot's games.

Every aspect of the design system is infused with references and, in some cases, literal moments from Riot's games and gaming worlds. This includes a range of patterns that can be used throughout brand assets such as graphics, frames, masks, dividers, and animated textures, instantly bringing a recognisably Riot vibe to any layout.

The design system also places Riot's iconic characters centre-stage, casting them as brand ambassadors in their own right. These characters serve as both brand symbols and touchstones for players, strengthening Riot's connection to its fan base and extending its reach beyond the screen.

The team has written a new brand manual that is flexible enough to be followed to the letter or reimagined to create something new. But everything can be summed up in a simple rule for designers: "If it doesn't make you want to give us a fist bump, it's probably not right."

"Above all else, Riot has a dedication to improving the player experience," says Cameron Temple, executive creative director at Stink Studios. "As gamers ourselves, this allowed us to draw upon what we love about the games to create this work: the cool bits, the nerdy action stuff, the flair that gets us hyped to play the games in the first place. The system covers everything a modern brand should, but importantly, the results feel impassioned and authentic, like it comes from a company that makes games".

Chris Hoag, senior brand manager at Riot Games, adds, "Stink helped us synthesise how various teams used the brand and clarify the problems they encountered. Working with those findings as a basis, Stink helped us uncover design themes that were easy enough for every Rioter to pick up but powerful enough to allow creative teams to continue evolving our brand into unique ways that speak directly to our most passionate players."

This revitalised identity marks a new era for Riot, promising players a cohesive and elevated experience across every game, channel and community touchpoint. By placing player passion at the forefront, Stink Studios has created a design system that not only unifies Riot's worlds but deepens its connection with the players who inhabit them.