Developer Riot Games has unveiled a fresh design system, unifying its diverse entertainment portfolio into an evolved master brand.
A New Design System for a Unifying Brand
Iconic brands all have a strong sense of identity and Riot’s new design system is no different. From in-game visuals to live events, the new diverse design system is built to be an adaptable and dynamic tool with a playful spirit at its core, never losing sight of Riot’s unique identity.
Creating a Sense of Identity
Created by Stink Studios, the new design system began by defining Riot’s brand purpose. “From the start everything had to be about improving player experience,” Cameron Temple, executive creative director at Stink Studios tells Creative Bloq. “We looked closely at what makes Riot, Riot. The culture, the gaming worlds, the characters, and all the little details in between. From this we developed a single-minded strategy – Riot is a creator of worlds, in service to players. From here our design focus became about capturing the spirit of the games and reflecting that in the work.”
The Core of the Design System
Central to the new design system is Riot’s iconic fist bump logo, which has been part of its identity from the very start. “Elevated to a living symbol of approval, and a fist bump to the community,” the motif is just one of many references to Riot’s brand, including characters from its iconic IPs like League of Legends and Arcane.
Flexibility and Adaptability
Flexibility was a key component in designing the new brand system, ensuring that the Riot team could easily adopt and adapt the new style. “It was key for the brand to be used by anyone working at Riot Games, not just designers. So our design needed to be flexible for people who wanted to be more creative with it, while also working for those who needed more prescriptive guidance,” Cameron says.
Design Process
“We started the project by conducting a series of stakeholder interviews to get to the bottom of what the system needed to achieve, both from a creative point of view, but also a functional one. Striking this balance while retaining the creative ambition was a good challenge,” he adds.
Color Palette and Design Elements
The core color palette uses the brand’s signature ‘Riot Red’ alongside complimentary tones to add a sense of depth, while the secondary palette has a more expressive feel representing Riot’s diverse creative worlds. “Creating design examples and seeing it all come together in different expressions was a really satisfying moment. Applying the thinking to social posts, flags, merch and so on was a lot of fun,” Cameron says.
Conclusion
Riot’s new design system is a testament to the power of a unified brand identity. By creating a system that is adaptable, flexible, and true to the brand’s spirit, Riot has set itself up for success in the gaming and entertainment industries.
FAQs
Q: What is the purpose of Riot’s new design system?
A: The purpose of the new design system is to unify Riot’s diverse entertainment portfolio and create a single, cohesive brand identity.
Q: Who created the new design system?
A: The new design system was created by Stink Studios in collaboration with Riot Games.
Q: What are the key components of the design system?
A: The key components of the design system include the core color palette, secondary palette, and various design elements such as logos, typography, and graphics.
Q: What is the goal of the design system?
A: The goal of the design system is to create a flexible and adaptable brand identity that can be used across all of Riot’s entertainment platforms and properties.
