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Ninja in Pyjamas has announced a change of brand as the Swedish Esports Organization is going to completely change their visual identity of the team. Ninja in Pyjamas released an official statement saying that a rebrand was necessary for the organization’s further development. The team’s signature black, gold, and brown palette is now changed into a brighter, more modern neon look. Also, the organization’s renowned shuriken emblem has been slightly reworked. The new design is inspired by traditional Japanese art, but NIP also added some extra features that would give its emblem a more modern look.
In the last several months, many teams such as Rogue, LCK, Panda Global, and Dignitas have changed their brands, so, Ninja in Pyjamas have decided to follow the same trend.
Ninjas in Pyjamas’ Chief Executive Officer Hicham Chahine, talked about the rebrand:
“We have been around for two decades and have grown organically over time; there was no brand focus up until a few years ago. The iconic logo, which today is widely known and recognized, was created at a time where esports was different from today and a brand overhaul is overdue eight years after the initial launch. The brand was originally created around a funky name, but with no brand story, no brand strategy, no brand archetype which resulted in it stagnating as esports grew. In addition, our business has grown from being solely a competitive esports team, into a media and production company. When we started the rebranding process one and a half years ago, we revisited it with a large focus on the name Ninjas in Pyjamas and how we could take inspiration and amplify what is unique to us.”
The organization considers this rebrand as one of the first steps towards taking NIP to another level. It remains to be seen what other changes the Swedish Esports Organization will implement in the future.
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