North American esports organization Evil Geniuses has unveiled its rebranding with a new logo and jersey design. The Seattle-based brand was founded in 1999 and recently acquired by Chicago investment firm PEAK6 Investments in May.
It's time for a new decade of EVIL.
— Evil Geniuses (@EvilGeniuses) December 12, 2019
Evil Geniuses rebrand
The rebrand has updated the logo to a completely text-based one, with a V that cuts into the bottom text. While the previous logo also had text elements, it featured a combined E and G in a coin shape on the top half. The jersey has also been updated, with the logo plastered across the front and Monster Energy sponsor placement underneath.
In comparison, almost all of the esports organizations competing in the 2020 League of Legends Championship Series (LCS) have logos that are more mascot than text. Some like Cloud9, FlyQuest, and Dignitas feature text in addition to the organization name. On the other hand, Team SoloMid (TSM) and Counter Logic Gaming (CLG) have logos more similar to the previous Evil Geniuses coin. Team Liquid, Golden Guardians, and Immortals are fully mascot logos, with 100 Thieves being the outlier with a text-based one from the start.
New ownership, new legacy
Many in the community were unhappy with the new logo — like most companies with decades of history that go through changes. Dignitas went through a similar transition from its alien logo to an owl instead, which was received poorly. However, similar to how Dignitas made this change after the new ownership took over, Evil Geniuses also recently came under a new parent company.
While former Evil Geniuses CEO Alex Garfield also replied to the post with a few disgruntled comments, the truth is that he already sold the organization to PEAK6. The organization has made big moves coming on to the scene with both its entrance into Counter-Strike: Global Offensive and League of Legends. This is just the first step in a new direction for a new legacy — that the ownership wants to set in stone.