compLexity Gaming has revealed a complete rebrand. The long-time esports organization had teased the idea for several days prior to the official unveiling.
The Dallas Cowboys owned brand now sports a star, solidifying the brands connection in a significant manner. Add in the co-headquarters of Texas, the lone star state, and you’ve got symbolism all over.
After 16 years in the space, this is a huge move for Jason Lake’s baby. “We’re not just changing a logo. We are building upon Complexity’s legacy as an innovator in the space by paving the way yet again. This expanded vision takes everything we have learned over the course of the last 16 years as a premier esports organization and levels it up — setting a new standard and revolutionizing how esports organizations should operate,” Lake said in a press release regarding the change.
The rebrand isn’t just a new logo, though. compLexity has changed its logo, colors, website, merchandise, jerseys, and will be the image of their new 11,000 square foot headquarters akas the GameStop Performance center.
The jerseys are clean and show off the latest sponsors to join a list of top names such as GameStop, MSI, and HyperX.
This is a big move for an industry veteran but seems like the right one and looks to be a move that will help to draw in more traditional sports fans (Dallas Cowboys fans).