One of North America’s premier and longstanding esports teams Complexity Gaming unveiled a complete rebrand on May 3, as the organization prepares to venture into the next great chapter of their story.
Complexity have been a standout in fielding highly competitive teams in numerous esports for well over a decade, but now, it’s looking toward bigger and better horizons for the next stage of their operations.
The team sent out everything from a new manifesto to multiple announcement videos in revealing the switch in colors and logo. In their release, Complexity gave their fans a look at the new direction the team will be taking.
— Complexity Gaming (@compLexity) May 3, 2019
Complexity are changing in more ways than one
The organization will now sport a new blue and white scheme, with their logo completely changed to better reflect that of their sister team, the Dallas Cowboys.
The team’s CEO Jason Lake released a message about the changes in a brief video detailing the inspiration for the rebrand, as well as what it means for the future of esports as a whole.
“Anyone that’s followed us understands that our history [is] incredibly important to us,” Lake said. “We’re really proud of our legacy. But at the same time I don’t want us to be anchored in the past at the cost of the future.”
Lake says that the rebrand coincides with the “imminent launch” of the new GameStop Performance Center, which will “include state-of-the-art performance training and recovery facilities for players as well as a public space for fans and sponsors among other amenities.”
The company’s redesign means its fans will have a lot more merch to choose from.
The next step in esports evolution
The company will be striving to push toward a new Esports 3.0 initiative, where esport athletes will be treated the same as professional sports athletes.
The new direction will be fueled by the company’s “five C’s brand pillars,” which includes Competition, Community, Culture, Cause and Convergence.
— Jason Lake (@JasonBWLake) May 3, 2019
In this vein, their new headquarters will serve as a physical manifestation of sorts for one of the brand’s new pillars, which will incorporate “advances in technology from traditional sports to continue to evolve and reshape the broader esports ecosystem as a whole.”
In their 15-year history, Complexity has won over “140 championships in nearly 30 games titles,” and will look to produce even better results in the new era of the team.