Riot Games—LCP
Uniting and reigniting a region
League of Legends Esports is the biggest Esports event in the world. In APAC, Riot Games saw a unique opportunity: a passionate fanbase and rising talent eager for a greater stage. To elevate the region’s prominence, Riot launched a new league with a clear mission—to reignite fandom, raise the competitive bar, and reassert APAC’s place at the top of the international stage.
To bring their vision to life, Riot partnered with Koto to build a brand from the ground up, one that would signal a bold new era for League of Legends in the region.
What we’re made of
APAC’s legacy in League of Legends is undeniable—but its future needed to be redefined. The LCP was created not just as a league for pro players, but as a celebration of the fans, cultures, and communities that make APAC one of the most vibrant and diverse regions in Esports.
To shape a league that truly reflected this richness, the team immersed itself in the unique subcultures and rituals of each market—from Japan’s Oshi fandoms and cosplay scene to Southeast Asia’s hyper-social fan dynamics and high-stakes digital banter.
At the center of the strategy sits What We’re Made Of—a unifying platform that distills the region’s complexity into a bold statement of intent. It honors the stories, styles, and hunger that APAC brings to the game, and declares that this region isn’t just here to participate—it’s here to compete. Every part of the LCP identity was crafted to bring this platform to life, from voice and motion to texture and type—showing the world exactly what the region is made of.
The Pinnacle: a symbol for the collective
Anchoring the brand is the emblem of LCP, ‘The Pinnacle.’ A bold, battle-ready emblem representing five players locked together as one. It’s both a literal team and a metaphor for regional unity: strength in formation, ambition in ascent.
Fired up
To match the spirit and intent of the league we crafted an approach to voice that is raw, energized, and focused reflecting the intensity and drive that comes from a region determined to bring its all, even if the odds are stacked against them.
Alongside textures that emulate molten metal, motion transitions inspired by summoning energy and a fiery palette, the LCP voice helps them embrace both the intensity of the competition and the determination of the region—filled with victories, rivalries, passion and legacy defining moments.
LCP Ignite: embodying the fire inside
Headlining the brand is the custom-designed variable type family ‘LCP Ignite.’ Inspired by our ‘Fired Up’ brand voice and the shape of Summoner’s Rift, it is designed to work successfully across the wide breadth of league communications without ever losing its intensity.
The type system extends into iconography—all drawn from the strokes and spirit of Ignite. Fluid, spiked, and expressive, the icon set was developed to translate fan energy into visual language. These elements are built to live across content, commentary, merch, and meme culture—made to move with the community as the league grows.
To reflect APAC’s linguistic diversity, the system also incorporates Archivo, Noto Sans JP, Kinkakuji, Noto Sans TC, and Thonglor Soi 4 Nr. These typefaces work in harmony with Ignite, ensuring consistency across scripts and accessibility for a multilingual fanbase.
Built for broadcast
With broadcast a crucial component of how audiences experience the brand, the identity is designed with motion in mind. From functional statistics and player overlays, to highlights, matchups and beyond, the identity delivers a rich and energetic experience whether viewed on small screens or live in the arena.
From screen to stadium
Multiple external vendors will continue to be involved over the LCP’s lifespan—alongside Riot’s core team—so it was crucial to build a strong, cohesive brand that could flex seamlessly across every medium.
In addition to developing comprehensive brand guidelines, we collaborated closely with the Riot Games team to produce an extensive suite of templates and toolkits to support the creation of social content, print materials, event graphics, campaign assets, and more.
This suite extends from online to offline, ensuring the brand delivers the high-impact presence required for every LCP main event—from arena displays to environmental branding and beyond.
For the fans
Ultimately, what makes the APAC region so strong is its people—a powerful blend of passionate fans, professional players, and dedicated novices, all united by a shared love for the game.
The LCP brand exists to recognize and reward that spirit—with merch that fans can wear on their chest and display in their homes, proudly showing the world both their roots and where their passion lies.
From Vietnam to Singapore, Tokyo to Taipei, the LCP taps into the pride, talent, and passion that already runs deep across APAC and channels it into something greater: a unified force ready to make its mark.
Backed by positive early momentum, the LCP is proving to be more than a league—it’s a bold statement. It’s a brand that puts the full weight of the region’s ambition back in play and demands the world take notice. The stage is set, and the time has come to show exactly what the LCP is made of.
This is only the beginning—watch this space.
Thank you
A huge thank you to everyone at Riot Games, especially Anas Al Hakim, Jemimah Dadula, Dustin Takada, and Brandon Wong for your partnership on this project. A true collaboration from day one.
Another huge shout out to the exceptional external partners who helped bring this work to life:
Histeria!—Broadcast assets
Yen Partnerships Architecture—Arena
Core A—Music video
Overdrive—Illustrations
Swim Type—LCP Ignite
