Riot | MSI 25

Brand Identity for MSI 2025 at BUCK.co

Role:

Designer

Year:

2025

League of Legends is a global esports platform where teams go head-to-head in a battle for victory. It’s defined by key calendar moments like the Mid-Season Invitational (MSI), an international face-off at the heart of the competitive season.BUCK partnered with Riot Games to bring the visual identity for MSI 2025 to life, spanning branding, design, and motion. This close, cross-disciplinary effort brought energy and cohesion to one of League’s flagship events.

Sports Energy, Gaming Spirit

As the League’s visuals moved beyond the fantasy universe, we looked to sports branding, drawing on bold type, adaptable grids, and layered graphics. Combined with the in-game aesthetics, we landed on a visual system that felt competitive, global, and unmistakably League.

Igniting the Fire Within

The direction was shaped by the theme, “ignite the fire within.” To bring this idea to life, we built a system that merged electric forms with hand-drawn gestures, capturing both the intensity and emotion behind the matches. Every visual and motion choice reflected the attitude and pace of MSI.

Flexible, Scalable Delivery

BUCK delivered a full design toolkit: updated logos, color palettes, grid systems, typography, graphic assets, and motion. Built for flexibility and scale, it rolled out across live events, print, and digital platforms.

We used a reduced frame rate to give the identity's motion more energy and dynamism. In general, larger movements tend to resolve in just four hold keyframes, as shown above.

The 2025 MSI identity captures the tournament’s intensity with bold textures, striking patterns, and strong typography. It marks a new season and spotlights the champions on their path to Worlds.

Credits

BUCK

Executive Creative Director

Vincent Lammers

Head of Production

Carolina Brandão

Associate Creative Director

Daniel Rodrigues

Executive Producer

Justin Harris

Producer

Jose Tirado Galan

Art Director

Rasmus Stenberg
Estefan Richter

Animation Director

Daniel Rodrigues
Joe Brooks

2D Animation Lead

Marco van der Vlag

Designers

Chris Markland
Rasmus Stenberg
Estefan Richter
Lucas Ramos
Florian Stumpe
Bernd Bousard
Felipe de Leonardo Figols
Alessandro Issao Nakabachi
Léo Imbert

Animators

Laurentiu Lunic
John Stewart
Otilija Morozaite
Nicolas Grandry
Riccardo Agostinelli