Swedish eSports team Ninjas in Pyjamas (NIP) announced that it will be completely rebranding.
The rebranding will involve a completely new visual design where their old logo, the Shuriken (a weapon used by Ninjas) is given a modern twist, and the old team’s colors (black/white/gold) are changed. It also includes an improved brand strategy as well as an exciting narrative where NIP takes inspiration from traditional ancient Japanese symbols and Katakana (a Japanese syllabary)
“For us to work at and play for NIP, being a Ninja is somethingspecial, it’s more than just a brand and we kept that it mind while creating this new narrative to deliver an unforgettable experience for our fans and partners all over the world,” Hicham Chahine, NIP CEO, said.
“Ninjas fight as one, we have discipline, we stay calm and we inspire. A ninja can be everyone and we feel it’s important to create a story that anyone can connect with,” he added.
Chahine also said that Ninjas in Pyjamas has been working on this rebrand for more than a year. The team wanted to make sure that the brand experienced is delivered to its full potential. Ninjas in Pyjamas has put a huge amount of effort into it, even getting help from a number of agencies for research and insights, e-commerce, and creating a visual design and storyline that lasts for years.
“We are very proud of our new brand platform and especially the new logotype as it is a huge step forward in terms of visual identity. Inside of the new Shuriken, is the old Japanese word for Nin, which is the beginning of Ninja and means to apply ego and heart to the edge of the sword. We believe that intricate details like these are crucial to showcase and supply our fans with,” William Bui, NIP Brand Manager, added.