Fnatic CEO on brand change: “We do not need to rewrite our historical past”

Once you function one of many longest-running and most recognised organisations in esports, the very last thing you need to do is disregard your previous. So when London-based organisation Fnatic unveiled a brand new brand in January — the third iteration in 15 years — the change wasn’t dramatic.

In contrast to just a few different notable rebrands in esports not too long ago, Fnatic’s brand has remained largely unchanged, opting as a substitute to streamline whereas conserving the prevailing color scheme and acquainted shapes intact. This, Fnatic CEO and Founder Sam Mathews informed Esports Insider, is as a result of, “a rebrand needs to be an iteration and step ahead — not be a rewrite.”

The largest problem of a brand new brand reveal like this, he added, is to do the legacy of the model justice.

Picture credit score: Fnatic

“You’re altering one thing that’s well-loved and holds significance to our followers. It’s a must to do it respectfully.”

On the technical facet, a simplified brand permits a model to think about how will probably be positioned in each digital and tactile worlds from web sites and social media accounts to jerseys and different merchandise. All of it needs to be immediately recognisable, whereas simple to breed.

“We’ve had a 15-year run in esports and so for us, the model is extraordinarily necessary to what we’ve constructed,” stated Mathews. “The [Fnatic] model has sort of gone by way of three phases — the primary was a hand-written brand designed out of all of the letters of the phonetic phrase. [That] obtained refined round six years later or so to carry it right into a extra fashionable aesthetic — finally one thing that represented us.

“Then, with the end result of this new rebrand, it was actually only a time for us to consider what Fnatic goes to be for the longer term and the place we go for the subsequent 15 years. That was about one other refinement — simplifying and reducing right down to the core DNA of what Fnatic is about.”

Credit score: Anand Mohapatra for REFRACTOR

A part of that, he stated, is establishing and acknowledging Fnatic’s London heritage whereas representing esports as a worldwide organisation. The brand new, streamlined Fnatic brand, for instance, is prominently displayed on a restricted version Gucci Dive watch, which bought out in lower than 48 hours regardless of the £1,150 ($1,416) price ticket.

“As we’re reaching wider audiences we needed to tighten up our model,” defined Mathews. “We need to be iconic and rise up towards globally recognised manufacturers.”


The response from followers has been optimistic, Mathews stated, reinforcing his workforce’s determination to simplify the brand with out altering its essence.

“In the end we’ve an obligation — as a workforce that has such a powerful legacy — to stay to the core of what the followers have invested their time, cash, love and energy into. For us, it’s not nearly what’s going to look good or maintain up sooner or later,” he stated. “It’s additionally in regards to the roots and so once we got here out with the brand new brand and the color refresh, it wasn’t a rebrand per se — it wasn’t a whole overhaul, however relatively a refinement.

That’s why we name it an edit, not a rewrite. As a result of we don’t need to rewrite our historical past —we acknowledge our historical past and say it’s in regards to the future as properly.”


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