North American organisation Evil Geniuses has unveiled its new logo and jersey design as part of its rebrand.
Founded in 1999, the organisation has scrapped what many consider to be an iconic logo.

As well as significantly changing its logo, Evil Geniuses has updated its player jerseys too. The newly-designed jersey is emblazoned with the new visual identity, with its jersey sponsors located on the stomach, collars, and arms of the garment. The organisation is partnered with Monster Energy, Xfinity, AMD, Twitch, NEEDforSEAT, Design By Humans, FVBET, and Razer.

Evil Geniuses was acquired by Chicago-based investment PEAK6 Investments in May, with Nicole LaPointe Jameson assuming the role of CEO at the organisation. Since then, it has adopted the slogan of ‘LIVE EVIL.’

Rebrands are rather common in the world of esports, especially as companies and organisations look to update their identity to fit in with current digital trends. The likes of NRG Esports, Excel Esports, Complexity Gaming, MAD Lions, and ESL have all retained their names but changed their visual branding in 2019.



iGaming expert - with over 10 years of experience in the retail market in Italy and knowledge of global online gaming. In the past he has worked with the largest national gambling companies and he managed some land-based shops on their behalf. Entrepreneur, investor and enthusiast of difficult challenges, in 2015 he founded The Betting Coach Group, an international news and social marketing agency geared towards sports, esports and gambling companies. He is currently the C.E.O of The Betting Coach and is a consultant for Mr. Dragone collaborates with providers (game developers) and event organizers with the aim of helping them develop networks and business across continents. Passionate about journalism, he is the creator and promoter of iGaming Cafè, the first talk show in Italy, dedicated to companies and delegates from the gaming world.