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Chinese esports organization LGD Gaming unveiled its rebranding during a 10th anniversary celebration. Based in Shanghai, the organization was founded in 2009 when it created the first DotA team. It currently has rosters in titles like League of Legends, PlayerUnknown’s Battlegrounds, Clash Royale, Honour of Kings, CrossFire, Dota 2, and the Overwatch League.
LGD Gaming 10th Anniversary Celebration Event.
Inherit the past and look forward to the future. Ten years is a milestone, and we will start a new journey. We present you our new brand upgrade.
— LGD Gaming (@LGDgaming) December 9, 2019
LGD Gaming rebranding
The previous logo featured LGD in a larger slanted text over “Gaming” with a dark red color scheme. The new version combines the three letters into a shield-like icon instead, with the introduction of blue as a color. The “Gaming” word is now on top of the LGD combination, with a circle around the entire thing.
The rebranded logo joins a club mascot, song, and spokesperson that have been revealed at the event. Popular Chinese actor Qiu Hongkai was selected as the spokesman of LGD.REC, the joint esports team formed by LGD Gaming and Team Reciprocity for the CrossFire Pro League. Chuyu Peng was announced as the spokesman for PSG.LGD, the Dota 2 division formed with European football club Paris Saint-Germain.
Legend, Gladiator, Delicate
The organization explained that LGD stood for “Legend, Gladiator, and Delicate.” During the past week, the team made a visit to Zhejiang University to give a presentation about esports and meet with fans. It also was awarded the “Best Team of 2019” award at Chinese video game developer and publisher Perfect World’s Annual Ceremony.
While LGD Gaming has many teams, it is most known for its history in Dota 2. The team took 2nd place at 2018’s and 3rd in 2019’s The International event. It has also achieved 1st place finishes at events like the MDL Changsha Major, 2018’s EPICENTER XL, and 2017’s Mars Dota 2 League. The organization recently competed at the China Finals of the World Electronic Sports Games, where it defeated Invictus Gaming to qualify for a seed at the final event in Chongqing.
Ethan Chen is a writer with over 3 years of experience covering esports, gaming, and business.