MSI-25
Project
MSI-25
The 2025 League of Legends Mid-Season Invitational (MSI) has a new look. Creative studio BUCK teamed up with Riot Games to create a bold visual identity for one of esports' biggest events, bringing a fresh energy to the global stage. Held in Vancouver, this year's MSI is a pivotal clash that sets the scene for the World Championship, and BUCK's design captures all the high-stakes intensity.
Published
September 2025
Agency
Buck
BUCK broke from purely fantasy visuals, instead drawing inspiration from the world of sports branding. By incorporating bold typography, adaptable grid systems, and layered graphics, they crafted a new design system that feels competitive and global while staying true to the unique spirit of League of Legends.
BUCK brought MSI's theme, "ignite the fire within," to life with a design that merges electric forms with hand-drawn gestures. The result is a system that embodies the raw emotion of competitive play through bold textures, striking patterns, and kinetic typography, delivering a visual experience that electrifies both fans and players.
Designed to support a large volume of content and reach a wide audience, the new visual identity employs a modular approach. This gives Riot Games a flexible and scalable foundation that can adapt for future seasons.
“Riot came with a clear vision and a collaborative mindset, giving us the foundation to build something ambitious. A system that matches the scale of MSI 2025 and redefines what an esports event can look and feel like.”
Vincent Lammers, Executive Creative Director
Executive Creative Director
Vincent Lammers
Head of Production
Carolina Brandão
Associate Creative Director
Daniel Rodrigues
Art Directors
Rasmus Stenberg
Estefan Richter
Art Directors
Daniel Rodrigues
Joe Brooks
2D Animation Lead
Marco van der Vlag
Animation
Laurentiu Lunic
John Stewart
Otilija Morozaite
Nicolas Grandry
Riccardo Agostinelli
Retail Animation
Sean Merk
Ryan Musselman Johan Eriksson
Design
Chris Markland
Rasmus Stenberg
Estefan Richter
Lucas Ramos
Florian Stumpe
Bernd Bousard
Felipe de Leonardo Figols
Alessandro Issao Nakabachi
Léo Imbert
Modelling
Eugene Goryachev
Executive Producer
Justin Harris
Producers
Jose Tirado Galan
