Luminosity Gaming or LG is a Toronto based eSports organization, recognized globally as one of the largest orgs in North America. I chose to redesign and revamp their brand as a personal project.

I started by researching what LG's current branding and values are, and brainstormed how I could translate those ideas into a new, fresh design. I drew inspiration from competitors such as: FaZe, Sentinels, and Dignitas Gaming and challenged myself to create a logo that stands on it's own with confidence, yet matches the energy of other eSports brands.

The new branding is simplified, modern and energetic, while retaining the core values represented in their current brand: positivity and confidence.

The word Luminosity means to be luminous or illuminate. For Luminosity Gaming, their brand represents hope, inspiration and positive energy in eSports.

The new logo I created features an L and G to better represent the brand acronym commonly used. The old logo’s “eye within the circle” concept is carried through this one, representing the principles of the circle of life. The eye with the additional sparkle radiates luminosity, positive energy, and represents the extra competitive edge of confidence that Luminosity embodies.

I also chose to keep the original blue colour used in the old logo, since it's a staple of their brand that differentiates them from their competition.