Excel Esports Unveils Brand Refresh
UK-based gaming and culture brand EXCEL ESPORTS has unveiled a new brand update, which it says will see the organisation evolve further as a professional team.
The update heralds the next stage of the brand’s growth since its inception six year ago. Already in 2020, EXCEL has signed BT as its Lead Partner, and expanded its leadership team with the hires of new CEO Wouter Sleijffers and new CCO Robin McCammon, the former Director of Global Sports Marketing at adidas.
The brand says it will ‘steer beyond the over-used “lifestyle” esports brand’ in a bid to incorporate purpose into its strategy and create positive change in esports and gaming through its ‘The Power of Better’ mantra.
It has also unveiled a new visual identity with a new logo, colour palette, website and merchandise line. EXCEL says it has retained its ‘X’ and ‘L’ logo widely recognised by fans, but has simplified the design and incorporated a forward arrow in the ‘X’ to embody its ‘forward-thinking approach’ as well as the dynamic world of gaming.
“Over the last six years, EXCEL ESPORTS has seen immense growth, transforming from a bedroom hobby into a professional competitive gaming brand with players competing in the world’s biggest esports,” said Kieran Holmes-Darby, Co-Founder and Chief Gaming Officer, EXCEL ESPORTS
“When EXCEL was founded we wanted our identity to be motivational, competitive, and allow people to easily support us in-game with the XL tag. As we head into this next phase of our journey, it’s great to be able to showcase our roots and initial passion, whilst developing our brand so that it is fit for our future ambitions.”
Wouter Sleijffers, CEO, EXCEL ESPORTS, added: “At EXCEL we have unlimited ambitions in the games we compete in, what we want to become as a team and as a brand. It’s now time for us to take our next step to grow as a globally recognised, respected and loved competitive gaming brand from Britain.
“This step is more than just a visual update, it’s our belief in our vision for ourselves, our talent, our community and our culture. We believe that too many try to copy each other, vying to be competitive or lifestyle without further meaning. Today, we will start our journey of The Power of Better with passion, professionalism, performance and purpose. This is more than just a brand update, it is EXCEL’s promise to be better every day and make our contribution to the future of competitive gaming.”
To start, EXCEL has revealed the launch of the ‘Gaming for Better’ whitepaper series for gamers everywhere, with the first one created by EXCEL’s Head of Performance and sports psychology expert Fabian Broich. The whitepaper, published today, explores the common injuries experienced by gamers and provides advice on how to improve individual performance and become healthier by focusing on physical activity, lifestyle balance, and creating positive habits.
