Founded in 2003, Team Dignitas is the one of the original and longest running teams/brand in esports. To celebrate their 15th year of competition and to kickstart a new era, the team sought to rebrand with a new logo and creative approach - along with dropping “Team” from its name and going forward simply as Dignitas.
In this instance, the client came to us with the idea of featuring an owl in the logo. Although an owl is a creature tagged with many meanings and use in symbolism, Dignitas chose the owl specifically based on lore from An Ancient Rome in which it was a sign of foreboding and impending doom - as is often the fate of Dignitas’ opponents. Therefore, our creative pursuits were aimed at making a mark that embodied the spirit and look of the team through inspiration in the form of an owl.
Branding an esports team is not only an awesome project, but it’s also one which requires exhaustive artistic exploration. After many intentional rounds of creative and logo progressions, we landed on a concept which embodies the new spirit of Dignitas. The mark is fresh, original take on the owl. This one isn’t so friendly. It’s sleek and attacking, but most importantly, styled to be the envy of the esports world.
