Riot | Worlds 25

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 its partners extend the system across every touchpoint. The result is a framework that can stay fresh year after year, moving the World Championship from an annual refresh into a lasting identity.