Since its launch, the LCL has represented the northern region’s unique atmosphere—incorporating elements like ice, cold, and northern lights. The logo featured Volibear, a League of Legends champion symbolizing the power of storms and the harsh northern environment.

In updating the graphic style, I explored various logo and visual concepts. Through close collaboration with Riot Games team, we quickly defined a direction that preserved the core identity of the LCL while simplifying it for better scalability.

Eventually we kept Volibear as the central logo element, refining it into a clean, versatile symbol that works across different sizes and platforms.

For the graphics, I developed a simple yet dynamic ice-inspired effect that maintained the northern theme while being easy to produce. The new design allowed for procedural generation of both static and animated assets, eliminating the need for time-consuming pre-rendering and complex motion design.

This visual principle has proven to be very flexible and easy to use, allowing the effect to be applied with any colors, text and icons.

As a result, we were able to quickly expand it into a complete design guidelines and assets for broadcast, marketing, and promotional materials