The Challenge — Finding Clarity
Rogue had built one of the most loyal fan communities in esports. Their hooded logo was iconic, their story known, and their players loved. But as the team grew internationally, the brand started to feel stuck in the past.
The old logo looked dated and overly masculine, with too many colors and details for today’s fast-moving, digital-first world. It didn’t reflect Rogue’s diversity, inclusivity, or growing global reach. The challenge was to evolve a logo fans were deeply attached to without losing the spirit that made it theirs.
The Strategy — Evolving, Not Replacing
Through surveys, player feedback, and fan conversations, we found that Rogue’s strength wasn’t just in competition, it was in connection. Fans described the brand as rebellious, proud, and united.
The mask and hood weren’t just visual elements; they symbolized belonging. Anyone could wear them and be part of something bigger.
We built the strategy around that idea. Keep what people love. Refine what holds them back. The goal was to evolve the brand’s look and feel while keeping its heart intact, a modern update that invited more people in, not one that pushed anyone out.
Client
Rogue
Service
- Brand Positioning
- Brand Identity
- Art Direction
The Execution — Refining the Legacy
We redesigned the Rogue icon to be cleaner, sharper, and gender-neutral, keeping the hood and eyes that fans connected with while removing unnecessary detail. The new mark feels faster, bolder, and more flexible, ready for use across broadcast, merch, and digital platforms.
The color palette stayed true to Rogue’s recognizable blue but was refined for better contrast and visibility. In every choice, from line weight to composition, the goal was respect: evolving the look without rewriting the story. Together, these updates positioned Rogue for the next era of competition and community while honoring everything that made it iconic.
The Impact — Strength in Evolution
The refreshed brand struck the balance fans hoped for. It felt familiar yet new, an evolution, not a replacement. Players and supporters embraced it as a step forward, proud to wear a logo that now reflects the inclusivity and boldness Rogue stands for. By bringing clarity to the brand and refining what made it strong, Rogue entered its next chapter ready for a global stage, proof that staying true to your roots can still mean moving forward.
