Koto creates unifying identity for Riot Games' League of Legends Championship Pacific
From Tokyo to Taipei, Ho Chi Minh to Seoul, Asia Pacific has long been a powerhouse in global esports. However, until now, the region's role in the League of Legends ecosystem lacked a central stage. That's all about to change with the inception of League of Legends Championship Pacific, Riot Games' ambitious new league for APAC.
This is the game developer's most significant step yet in unifying its fragmented competitive landscape. To bring that vision to life, Riot partnered with brand and digital studio Koto to craft an identity that would speak to fans across cultures, languages, and gaming styles. The result is a full-spectrum design system shaped by the region, for the region, and built to evolve alongside the fast-moving world of esports.
"At its heart, this project was about building pride and momentum," says Koto creative director Melissa Baillache. "Riot made it clear from the beginning: they wanted to give fans a brand that belongs to them."
The LCP brand makes that intent clear from the get-go. Under the platform What We're Made Of, Koto constructed an identity rooted in regional passion, from Japan's Oshi-style fandoms to Southeast Asia's hyper-social esports culture. The line isn't just a slogan; it's a rallying cry, making it clear that APAC isn't just participating in global esports – it's here to lead.
Designing for competition and community
Visually, the brand needed to deliver across an incredible range of touchpoints, from social teasers and broadcast graphics to merch, memes, and fan-created content. The design system is centred on The Pinnacle: a five-player emblem representing unity and competitive intensity. Rendered in molten, 3D finishes, it's a symbol of regional ambition and the raw energy of top-tier play.
That energy carries through a modular graphic system inspired by League's own gameplay, specifically the three in-game lanes that structure how matches unfold. This system offers a flexible yet distinctive frame for everything from stat-heavy broadcast overlays to highlight reels and in-arena hype moments.
The motion language is just as purposeful. It's fast, focused, and reactive, designed to mirror the breakneck pace of in-game action and the way fans consume esports content in real-time. Whether counting down to kick-off or amplifying a clutch play, the system pulses with immediacy.
Voice with impact
Koto also worked to develop a voice that cuts through the noise of a crowded digital space. LCP's tone is raw, energised, and emotionally charged, with tight headlines and punchy copy that speaks directly to fans. It's not just branding; it's storytelling engineered for social moments, match trailers, post-game celebrations, and everything in between.
The studio's verbal system extends to campaign slogans, hashtags, and commentary-style callouts, all of which work together to build momentum, fuel rivalries, and stoke regional pride.
A custom typeface that sets the tempo
At the core of the visual identity is LCP Ignite, a custom variable typeface designed to capture the rhythm and sharpness of League gameplay. Inspired by the 'fired up' ethos of competitive play, it flexes across every format, from match stats and player quotes to dynamic on-screen graphics.
Given the region's linguistic diversity, the system also includes a suite of secondary typefacesto ensure legibility and consistency in languages across APAC. The goal here was to create a type system that speaks to everyone, from die-hard fans to casual mobile viewers wherever they are.
Fuel for fandom
Koto's system goes beyond expectations by creating tools that grow with the community. A suite of icons and illustrations—all drawn from the strokes and geometry of LCP Ignite—provides creative fuel for Riot and fans. These assets flex across platforms, helping commentators, players, and creators build content that feels cohesive but never prescriptive.
Gerald Torto, senior strategy director at Koto, says: "The goal with LCP was to frame the league not just as a competition, but as a cultural force. The energy and sentiment captured in the idea 'What We're Made Of' is a fitting platform. It gives APAC an unapologetic and proud voice that looks ahead to an exciting future."
The scale of the system matches that ambition. Alongside Riot's APAC PubSports team, Koto delivered a complete brand toolkit with hundreds of assets – spanning physical, digital, and broadcast formats – built to scale across seasons, teams, and evolving tournament formats.
Setting the stage for APAC's next era
What sets this project apart is its commitment to longevity. LCP is a vast infrastructure investment into the future of competitive gaming in APAC, and the brand has already begun rolling out teaser campaigns, test broadcasts, and live events, setting the stage for a new chapter in League of Legends.
As Koto continues to expand its presence in the region, the LCP identity is a strong signal of what's possible when global ambition meets regional nuance. It's also a showcase of what the Sydney studio brings to the table: cross-cultural fluency, strategic storytelling, and a flair for building scalable, high-impact identities with soul.
With the official launch of LCP now live, Riot and Koto are inviting the world to witness what the region is made of.
#koto #creates #unifying #identity #riot
Koto creates unifying identity for Riot Games' League of Legends Championship Pacific
From Tokyo to Taipei, Ho Chi Minh to Seoul, Asia Pacific has long been a powerhouse in global esports. However, until now, the region's role in the League of Legends ecosystem lacked a central stage. That's all about to change with the inception of League of Legends Championship Pacific, Riot Games' ambitious new league for APAC.
This is the game developer's most significant step yet in unifying its fragmented competitive landscape. To bring that vision to life, Riot partnered with brand and digital studio Koto to craft an identity that would speak to fans across cultures, languages, and gaming styles. The result is a full-spectrum design system shaped by the region, for the region, and built to evolve alongside the fast-moving world of esports.
"At its heart, this project was about building pride and momentum," says Koto creative director Melissa Baillache. "Riot made it clear from the beginning: they wanted to give fans a brand that belongs to them."
The LCP brand makes that intent clear from the get-go. Under the platform What We're Made Of, Koto constructed an identity rooted in regional passion, from Japan's Oshi-style fandoms to Southeast Asia's hyper-social esports culture. The line isn't just a slogan; it's a rallying cry, making it clear that APAC isn't just participating in global esports – it's here to lead.
Designing for competition and community
Visually, the brand needed to deliver across an incredible range of touchpoints, from social teasers and broadcast graphics to merch, memes, and fan-created content. The design system is centred on The Pinnacle: a five-player emblem representing unity and competitive intensity. Rendered in molten, 3D finishes, it's a symbol of regional ambition and the raw energy of top-tier play.
That energy carries through a modular graphic system inspired by League's own gameplay, specifically the three in-game lanes that structure how matches unfold. This system offers a flexible yet distinctive frame for everything from stat-heavy broadcast overlays to highlight reels and in-arena hype moments.
The motion language is just as purposeful. It's fast, focused, and reactive, designed to mirror the breakneck pace of in-game action and the way fans consume esports content in real-time. Whether counting down to kick-off or amplifying a clutch play, the system pulses with immediacy.
Voice with impact
Koto also worked to develop a voice that cuts through the noise of a crowded digital space. LCP's tone is raw, energised, and emotionally charged, with tight headlines and punchy copy that speaks directly to fans. It's not just branding; it's storytelling engineered for social moments, match trailers, post-game celebrations, and everything in between.
The studio's verbal system extends to campaign slogans, hashtags, and commentary-style callouts, all of which work together to build momentum, fuel rivalries, and stoke regional pride.
A custom typeface that sets the tempo
At the core of the visual identity is LCP Ignite, a custom variable typeface designed to capture the rhythm and sharpness of League gameplay. Inspired by the 'fired up' ethos of competitive play, it flexes across every format, from match stats and player quotes to dynamic on-screen graphics.
Given the region's linguistic diversity, the system also includes a suite of secondary typefacesto ensure legibility and consistency in languages across APAC. The goal here was to create a type system that speaks to everyone, from die-hard fans to casual mobile viewers wherever they are.
Fuel for fandom
Koto's system goes beyond expectations by creating tools that grow with the community. A suite of icons and illustrations—all drawn from the strokes and geometry of LCP Ignite—provides creative fuel for Riot and fans. These assets flex across platforms, helping commentators, players, and creators build content that feels cohesive but never prescriptive.
Gerald Torto, senior strategy director at Koto, says: "The goal with LCP was to frame the league not just as a competition, but as a cultural force. The energy and sentiment captured in the idea 'What We're Made Of' is a fitting platform. It gives APAC an unapologetic and proud voice that looks ahead to an exciting future."
The scale of the system matches that ambition. Alongside Riot's APAC PubSports team, Koto delivered a complete brand toolkit with hundreds of assets – spanning physical, digital, and broadcast formats – built to scale across seasons, teams, and evolving tournament formats.
Setting the stage for APAC's next era
What sets this project apart is its commitment to longevity. LCP is a vast infrastructure investment into the future of competitive gaming in APAC, and the brand has already begun rolling out teaser campaigns, test broadcasts, and live events, setting the stage for a new chapter in League of Legends.
As Koto continues to expand its presence in the region, the LCP identity is a strong signal of what's possible when global ambition meets regional nuance. It's also a showcase of what the Sydney studio brings to the table: cross-cultural fluency, strategic storytelling, and a flair for building scalable, high-impact identities with soul.
With the official launch of LCP now live, Riot and Koto are inviting the world to witness what the region is made of.
#koto #creates #unifying #identity #riot
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