Esports is new enough not to have much of an identity in the general public, but the realm has become big business, attracting sponsorships and television coverage. So a good brand identity has become a must.
When brand agency Motto worked with Ninjas in Pyjamas (NIP) to update its identity, the experience began as per normal—research, customer surveys, visual explorations. At the conclusion of the project, the Motto team felt they had developed a logo that could do the heavy lifting and a branding system that could support it. But the vitriolic reaction from NIP fans was unsettling.
https://www.theverge.com/22268014/ninjas-is-pyjamas-nip-esports-logo-redesign-motto