Daily Archives: 27/08/2020

LEC lockdown identity

DesignStudio has created the branding for the League of Legends European Championship, which aims to build a sense of community in light of lockdown measures.

While the global pandemic has caused major disruption to the vast majority of sporting events, the world of esports has fared comparatively well. In fact, traditional sports have entered the esports landscape more than ever before, with tournaments like the virtual Grand Prix pitting traditional athletes and gamers against one another for the first time.

Yet the impact on events has still filtered down to the gaming world, with significant tournaments such as the League of Legends European Championship (LEC) having to forgo live crowds and in-person experiences at the finals this summer, and instead rely solely on streaming to audiences online.

With the crowd element removed, DesignStudio is aiming to engage viewers of the LEC Summer Finals 2020 by creating a dynamic identity for the event. The identity and motion graphics tap into the language of social media and online communities with hashtags and arcade-inspired emojis, while the tickertape effect evokes the atmosphere of major arena events. As part of the project, DesignStudio also developed a quiz, as well as a futuristic teaser film that acknowledges no arena could be ‘found’ for the tournament, before culminating in a range of motivational messages about the event.

The team looked to 8-bit graphics and classic arcade games for inspiration, yet the overall look and feel is decidedly contemporary – so much so that certain design elements would look quite at home in club culture.

LEC Summer Finals 2020 identity
LEC Summer Finals 2020 identity

The LEC Summer Finals 2020 branding aims to further this sense of pride and uniqueness in the esports community, in a bid to continue “breaking those entertainment barriers”. That design cues seen in electronic music can exist comfortably in the esports space indicates how preconceptions about the gaming community are being eradicated. “It doesn’t have to be geeky and nerdy and weird. The same people that play those games also attend electronic music festivals,” Ng says. “Why does there need to be a differentiation?”

LEC Summer Finals 2020 identity

A bright redesign for Sweden’s convenience store chain

Editorial photograph

We’re loving the bright and inviting design for the biggest convenience store chain in Sweden, Pressbyrån. The warm earth grey paired with the sunny yellow remind us of the earth and the sky, and are not busy enough to distract from the beautiful illustrations of people living their life underneath a golden orange sun. The illustrations represent every-day people doing every day tasks like flying a kite or delivering the mail, small reminders that life happens in these moments.  The way the illustrations interact with the colors as if they’re land is the beautiful marvel of the design. 

We at Super Tuesday design agency in Stockholm have created a new bold yet sweet design for Pressbyrån’s disposable On the Go-material. Pressbyrån is Sweden’s biggest convenience store chain and needed an updated after 5-6 years of the same look.

Editorial photograph

Editorial photograph
Editorial photograph
Editorial photograph

Super Tuesday created a design concept infused with Pressbyrån’s DNA where we wanted to capture people on the move that in a playful manner interacts with the big hero, “the sun”– taken from the logotype. By creating small illustrative figures, and placing them together with the eye-catching Pressbyrå-yellow sun, we ended up with a bold, modern and strong design. All material was changed to more environmentally friendly alternatives, as this is an important matter for Pressbyrån (and should be for everyone). The new design was launched in Feb 2020.