In league with legends.

Tactical brand identities for leaders in the competitive world of esports.


Esports are a growing part of the multi-billion dollar gaming industry. The Global Games Market has nearly double the annual revenue of the global music industry and annual box office receipts combined. Karass has branded clients such as IME Law, ESG Law, and SANDBOX ESPORTS (a division of Catalyst Sports & Media), helping to shape this burgeoning industry.

Golden Guardians

The dynasty-bound, NBA champion Golden State Warriors know a good thing when they see it. When the globally-successful League of Legends decided to expand their North American esports league, the Warriors wasted no time in locking down a new team – The Golden Guardians.

Expanding on the basketball franchise, they wanted a brand to reflect the Warriors legacy, with a nod to the future of competitive sports. The logo is designed around two key elements: The Spear and The Bridge. The Spear for the Guardian, and the Bridge for, well, the Bay Bridge. The bridge is portrayed in profile within the Warriors current logo, but in the Guardians mark, the bridge takes on a first-person point of view – as if one was experiencing the drive across the iconic structure. By showcasing the Bay Bridge from this proactive vantage point, the viewer is presented with a new dimension of a familiar brand.

"GS Warriors' Kirk Lacob wants the Golden Guardians to bridge the gap between sports and esports..."


Based in Seattle, ESG represents industry-leading esports teams, talent, and institutions that push the envelope in betting, content creation, brand representation, merchandising, etc. Karass created the brand’s identity and website - built on a lightweight, custom framework.

We created a unique system for managing the site’s content using the Google Sheets API. With nothing more than a simple, familiar spreadsheet the client can make updates on the fly.

When it comes to branding, we’ve got game. Peruse our logo design or accept the quest to check out our future-forward retail experience .