What It Is
Lion Gaming Group is a gaming organization operating across competitive esports, content creation, and community events.
The Challenge
The gaming space is visually loud and crowded. Every organization is fighting for attention with aggressive colors, complex marks, and effects-heavy design. LGG wanted to stand out by going the opposite direction — a brand with enough confidence and restraint to look credible to sponsors, while still landing with the gaming community they were building.
The other challenge was versatility. A gaming brand needs to live everywhere: jerseys, stream overlays, tournament banners, social profiles, Discord servers, and merchandise. The mark had to work in all of those contexts without losing its identity.
What We Built
We developed a complete brand identity system anchored by a bold, geometric lion mark that reads clearly at any size — from a favicon to a banner. The system is built for production: every variant is provided in formats and color modes ready for the actual use cases the team encounters day to day.
- Primary logomark with full wordmark lockup
- Icon-only and abbreviated variants for small-scale applications
- On-dark and on-light color modes for overlays, merchandise, and print
- Brand standards covering color, typography, spacing, and misuse rules
Built to Scale
As LGG grows their roster and adds new game titles, the identity system is designed to accommodate sub-brands and team-specific variants without fragmenting the overall brand. The lion mark stays consistent; the system flexes around it.
Status
The brand is live across LGG’s competitive presence, social channels, and merchandise. The mark has held up cleanly through sponsorship materials and tournament-level visibility.