Riot | Worlds 25

Brand Identity for Riot Games: League of Legends  Worlds 2025 at BUCK.co

Role:

Designer

Year:

2025

The World Championship is the peak of competitive League of Legends, where the best players fight for a place in esports history. Watched by millions, it’s one of gaming’s most iconic stages.

After years of fantasy-led brand overhauls, Riot wanted a shift: less myth, more sport. A new visual identity with the confidence and longevity of a global championship

Built to last

Instead of reinventing the brand each season, we built an identity system designed to last, one that can grow and evolve with the tournament. Rooted in honor, precision, and prestige, it gives the World Championship a confident, elevated presence worthy of its global stage. The system provides a strong foundation and clear structure while leaving room for fresh creative expressions each year, keeping the brand alive and dynamic.

Evergreen vs Seasonal

At the core of the system is a modular, responsive grid that adapts across every format, from broadcast and stage graphics to social and print. This forms the evergreen foundation: structured, scalable, and instantly recognizable. Motion follows the same principle, using sharp, confident movements that balance energy with elegance.

Each year, seasonal elements build on that foundation to inject fresh energy. For 2025, we developed the full seasonal expression and its accompanying guidelines, drawing on the Summoner and Xin Zhao’s glaive as both graphic motifs and sources of macro textures for the key visuals.

Texture played a key role in shaping the identity. It needed to feel iconic, capturing the materiality of Zaahen’s glaive, reimagined through a crystal style render.

Every detail, from type and color to motion and composition, was crafted with the same precision and excellence that define the competition itself.

A System That Scales

We crafted a comprehensive toolkit and guidelines, helping Riot and their partners to extend the system across every touchpoint. The result: a framework that remains fresh year after year, transforming the World Championship from a yearly refresh into a lasting identity.

Credits

BUCK

Executive Creative Director

Vincent Lammers

Executive Producer

Justin Harris
Chance Woodward
James Britton

Producer

Jose Tirado Galan

Associate Creative Director

Daniel Rodrigues

Art Director

Estefan Richter
Rasmus Stenberg

Animation Director

Daniel Rodrigues
Joe Brooks

Design

Lucas Ramos
Matheus Sakita
Florian Stumpe
Bernd Bousard
Felipe de Leonardo Figols
Alessandro Issao Nakabac
Léo Imbert

Concept Artist

Yana Abramova
Joe Sparkes
Tiago Calliari

2D Animation Lead

Marco van der Vlag

2D Animation

Laurentiu Lunic
John Stewart
Otilija Morozaite
Nicolas Grandry
Riccardo Agostinelli
Andres Cuevas

2D Cel Animator

Santiago González

3D Supervisor

Joao Rema

3D Lead

Shane O'hara

3D Character Design

Mert Ergüden

3D Design

Esther Beije
Ylli Orana
Kat Smith
Ruxin Lang
Chloe Tu
Manon Sailly
Will Burkart
Alexis Varga
Fabio Wasques
Marco Savignano

3D Animation

Alexis Varga
Fabio Wasques
Marco Savignano

3D Character Animation

Ross Scroble
Julia Fritsch

3D Compositor

Shane O'hara
Ylli Orana
Kat Smith
Chloe Tu
Houdini Artist
Beatrice Viguier
Chris Ribar
Hogan Williams
Luka Zabret
Rigging Supervisor
Ernesto Ruiz Velasco

Rigger

Francis He

Technical Director

Jens Lindgren