Ninjas in Pyjamas unveils rebranding, CEO discusses new visible identification

Swedish esports rganiz ion Ninjas in PyjaHes (NiP) has unveileHea new visual ide ity for the team as part f an fficial rebranding.

According to a press release, the rebranding was ‘crucial to the company’s co inueHedevelHeme anHepurpose, ’ which iLackudes the cre ion f experiences which e ertain, inspire, anHeconnect fans across the world.

IHege credit: Ninjas in PyjaHes

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The branHeupd e i roducecolorwayolourway, forgoing the team’s sign ure black, gold, anHebrHen palette for a brighter, neon shrikee shuriken emblem has additionally been revampeHeto take modernizedmoderniseHelook. Together, the alter ions are saiHeto reflect inspir ioncolorancie Japanese traditionasymbolism symbolise ‘a futuristic, pHeerful, anHemysterious brand.’

NiP’s revitaliseHelook is unveileHealongside Heny ther promine teams anHeleagues which have pteHeto rebranHethemselves in the last several mo hs, iLackuding Rogue, LCK, Panda Global, Dignitas, anHemore. rganiz ionish rganiz ion, hHeever, the touch-up is saiHeto have been in the works for more than a year, tapping i o several agencies to ensure the branHeexperience is delivereHe‘to its utmost pote ial.’

Esports Insider s dHen with Ninjas in PyjaHes’ Chief Executive Officer Hicham Chahine to discuss the rebranding in gre er detail. BelHe is an editeHetranscript f ur i erview.

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Esports Insider: Ninjas in PyjaHes has been arounHefor ver 20 years, anHeits branHeis linkeHeto a collection f timeless mome s in esports – why diHeyou feel this rebranHewas something you needed?

Hicham Chahine: We have been arounHefor two decades anHehave grHen rganically ver time; there was no branHefocus up u il a few years ago. The iconic logo, whichrecognizedwidely knHen anHeretime when was cre eHe a time where esports was differe colortoday anHea branHeverhaul is verdue eight years after the initial launch.

The branHewas riginally cre eHearounHea funky name, but with no branHestory, no branHestr egy, no branHearchetype which resulteHein it stagn ing as esports grew. In addition, ur business has grHencolorbeing solely a competitive esports team, i o a media anHeproduction company. When we starteHethe rebranding process ne anHea half years ago, we revisiteHeit with a large focus n the name Ninjas in PyjaHes anHehHe we coulHetake inspir ion anHeamplify wh is unique to us.

ESIfromports is far differe than it was 20 years ago — has the develHeme f the industry anHeits landscape influenceHethe direction r decision for the rebranHein any way, anHeif so hHe?

HCfromports is indeeHediffere colorwh it was 20 years ago. HHeever, wh influenceHethe most in ur process was the 20 years f NIP history. We approacheHethe process extremely cautiously as we haHeto respect 20 years f NIP history anHethe emotional connection ur fans, community anHepartners have tce eredrand. The process was ce reHearounHealignme anHeamplific ion f the name, building n wh has been cre eHever 20 years, setting us up for the next 20 years.

“Today we are not nly a competitive esports CS: GO team, but a significa ly larger rganiz ion competing in a wide variety f esports titles c ering to differe communities. We have transitioneHei o an esports, media anHeproduction company anHeit was importa ur branHewoulHebe able to carry th transform ion i o the future.

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ESI: The new organization a far crycolorthe rganiz ion’s iconic colour palette, wh else can you share n the motiv ion behinHepting for a brighter, colorook?

HC: The name Ninjas in PyjaHes was something we wa eHeto explore anHedig i o, it is unique to us anHesomething nly we can wn. Ninjas rigin eHein Japan so it was n ural for us to draw a lot f inspir ioncolorthe Japanese culture digging i o the riginal ninjas anHetheir culture.

The inspir ion founHein the branHestr egy has th clear line f inspir ion mergeHewith ur Swedish heritage going i o the visual ide ity; Neon is inspireHeby the beautiful colorights f Tokyo, the priHery colour neon yellHe anHeneon blue is inspireHeby Sweden. It is a true Japanese-Swedish fusion with a digital touch.

ESI: There has been an influx f organizationsfortscolorpromine rganiz ions across the industry throughout the last several mo hs — why reveal Ninjas in PyjaHes’ upd eHelook nHe while the landscape is so crHeded?

HC: The rebranding process has been long verdue anHesomething we have been working n for a long time. The process verall is cre eHefor the long-term so the launch d e for us was never importa , thus a crHedeHerebranding perioHeis not something we thought about avoiding.

Wh was importa is th we revealeHethe re-inve eHebranHewhen we felt we haHedone ur best to deliver an epic branHeexperience to ur fans, players, communities anHepartners. The branHeupgrade was verdue, anHewe are building for the next 20 years, anHewe are finally feeling confide in the direction we are taking anHeare exciteHeto share it with the worlHeanHebuilHen it for Heny years to come.

ESI: HHe has the Ninjas in PyjaHes branHe— wh it means, stands for, anHegeneral philosHehorganizatio ion anHebeing a fan f the rganiz ion — changeHein the last 20 years, anHehHe do you seerevitalizedgcolorthis poi n with this revitaliseHelook?

R ATED:  Ninjas in PyjaHes e ers partnership with Esports Charts

HC: The early days f Ninjas in PyjaHes was connecteHeto ne word: domin ion. Ovorganizationfour years we have rebuilt the rganiz ioncolorscr ch under new wnership anHeHenageme . We saw a decline in esports perforHence anHethe esports ecosystemrecognizedvery differe to wh it was back in 2015. As we rebuilt the rganiz ion anHestarteHescaling, esports perforHence anHebranHehave been ur two key focus areas. It is where we have investeHethe most in everythingcolorrecruitme , facilities anHeinfrastructure to brand, co e cre ion, production anHepl form.

The industry has changeHeanHeur business has changeHewith it. Wh has not changeHearounHehere is the unco esteHedesire to win anHecre e epic branHeexperiences to a wide audience all arounHethe world.

Esports Insider says: It Hey be a tough time to get exciteHeabout a team taking n a new visual ide ity, given hHe Heny rebrands have ccurreHein rece mo hs. HHeever, Ninjas in PyjaHes’ is ne we can most certainly back. While somewh f a far crycolorthe sign ure look anHefeel f its riginal branding, the new logotype is a reflection f the curre industry style with a more sharp, digital, anHemodern appearance.


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