Launch campaign and Branding

From Announcement CGI to Showcases CGI intros and gameplay capture to the final Launch Music Video. Legends of Runeterra is officially available for players on PC, iOS and Android.

Logo

We identified that the brand of Legends of Runeterra had to remember LoL for player resonance and we wanted to follow nuances of our game. Therefore we have all serifs with a circular ending between connecting lines, this ties back to one of the techniques used in the card illustration. Also the gold render has aspects of the top view of the world map of Runeterra.

Like Rome, we didn’t make this brand in a day. We had several versions to get to where we believe we were respecting players taste and expressing our game in a unique way.

Our Monogram follow the same characteristics of the main logo. Few adaptations were made to fit smaller executions and a negative version of the same graphic was created for extremely small executions.
The meaning behind the mark is the result of an extensive warfare research. The outer shape of the logo is a representation of a shield, while the little hole in the hips is the hole warriors use do strike their enemies during a defensive war maneuver.

Keyart

At Riot games, we have seen everything when it comes to video games. And we always try to break the norm in a fresh way.

By creating a never seen card silhouette art direction we delivered to players not only a fresh take on how a card game keyart could look like but we found a way to communicate that the same Champions from the LoL IP are now coming from Legends of Runeterra.

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For our Guardians, which are the backbone of our business model, we used a very similar tactic to differentiate ourselves from Teamfight Tactics and also the main keyart. Rather than dissolving the characters into cards, we are only dissolving the environment they are in and making the cards part of the interaction.