KINGS LEAGUE
Creating the brand that is reinventing football
The younger generations do not connect with today’s football. The challenge was to create a brand that would fit with the new realities, and we achieved this by bringing together two imaginaries: football and eSports.
Kings League. Creating a brand for a new understanding of football
Younger generations are not attracted to current football because of the 90-minute game format. They prefer more dynamic and participatory content such as that found in eSports, where they connect in a more direct way with streamers and casters. Kosmos, inspired by the way eSports is played, commented on and streamed, created a product and an ecosystem that could translate traditional football rules into one that would better fit with younger audiences.
A football brand with an eSports narrative
To create a brand that sits between the traditional sport and eSports, we opted for an epic tone and a code close to the gaming world, with a narrative that distanced football from its conventions. Thus Kings League was born, with a logo representing a king, to highlight a generational distance from the outset and create a new imaginary where the champion opts for a throne and the participants are kings.
The kings are the Streamers
In the Kings League narrative, streamers are kings and play the role of president and manager, signing the coach and players for their teams. They also use their own channels on streaming platforms to broadcast and support their teams, becoming protagonists and brand speakers. This combination of roles places Kings League on the border between competition and play.
A responsive brand
The Kings League logo is versatile and adaptable, with different contractions depending on the needs, from the king’s bust version to the crown with the two K’s, conveying the values of competition and gaming. In addition, the brand combines the highest level of officialdom and competitiveness with the ability to be part of casual and spontaneous brand conversations.
About the design
The Kings League brand focuses on differentiating itself from other brands by using highly expressive shapes, colours and typography to coexist with the identities of each of the teams. Its palette of golds, blacks and reds conveys ambition, confrontation and energy, and its main typography depicts invincible kings. In addition, its visual system is based on banners and bulwarks to reflect an epic and modern imagery. The brand was created to inspire and enhance excitement to boost the sense of belonging to this initiative that was born to change everything.
