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Alliance unveils refreshed branding in esports revamp

Posted : 22 April 2024

Swedish esports organization Alliance has unveiled a fresh visual identity, featuring a redesigned logo and an updated design language set to be implemented across all company assets globally.


While retaining its iconic stylized letter A, the new logo adopts a more minimalist approach, aligning with the prevailing trend of simplicity in the esports industry. The dominant color scheme includes vibrant green, complemented by accents of white and gray.


Renowned for its achievements in Dota 2, Alliance secured victory at The International, Dota 2's premier tournament, in 2013, establishing itself as a prominent figure in the scene until its dissolution in late 2023.


Although once fielding teams in various games such as PUBG Mobile and VALORANT, Alliance currently focuses on competing in CS2 and Apex Legends. This rebranding marks a significant departure from the organization's original logo, characterized by a more cartoonish aesthetic, as the new design opts for a sleeker, abstract style with bold colors.


Notably, Alliance's choice of a bright green color scheme mirrors similar decisions made by fellow Swedish organization Ninjas in Pyjamas during its rebrand in 2021, as well as the former UK-based EXCEL ESPORTS and South America's LOUD.


Collaborating with design agency Kurppa Hosk, Alliance views its refreshed brand as a fusion of diverse cultures, symbolizing the organization's evolution over the past decade. With the introduction of the new logo, Alliance anticipates embarking on a fresh chapter marked by exploration, expansion, and sustained success.


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