Tyler ‘Ninja’ Blevins is one of the world’s biggest professional gamers. Having built his following in esports, Ninja’s Twitch channel attracts over 17 million viewers worldwide. Ninja’s reach now extends beyond the gaming world and into pop culture with brand collaborations and TV appearances. 

This rebrand was all about reflecting Ninja’s growth. Although his roots will always be in gaming, Ninja has transcended into a pop culture icon.  And that’s how his brand had to show up. Our design had the job of futureproofing his brand without alienating the people that had been with him since the very beginning. It had to stay true to who he was whilst giving room to evolve. It was our responsibility to address those growing pains. As with all personal brands, that comes with its own unique set of challenges.

We took a literal part of Ninja’s DNA and created a sleek, fun, unmistakable visual identity that would stand the test of time. The symbol is a tribute to a constant in his past, present and future: his hair. We then constructed an upbeat logotype by merging different types, widths and weights to express Ninja’s duality and plurality. All together we created a visual identity that is playful, timeless and, most importantly, worthy of an icon.