FlyQuest is a North American esports organization founded in January 2017 after Milwaukee Bucks co-owner Wesley Edens and Fortress Investment Group acquired the League of Legends roster of Cloud9 Challenger and rebranded it as FlyQuest.[1] The organization has used three distinct logos since its founding, with the most recent identity unveiled in May 2021.[2]
Design and History
FlyQuest’s first logo was used from the organization’s launch in January 2017 until November 20, 2017.[3] That November, alongside the announcement of its inclusion in the newly franchised NA LCS, FlyQuest introduced a second logo featuring superimposed “FQ” letters.[4] The rebrand also introduced a fir green color to the team’s graphic identity.[4]
FlyQuest’s current logo was revealed on May 25, 2021, ahead of the LCS Summer Split.[5] The design is a straightforward “Q” with a leaf carved into its negative space, which also stands alone as a logomark.[5][6] The new mark keeps the “Q” from the previous logo while removing the “F” that sat on top of it.[7]
The rebrand was designed by Clara Nguyen, whose clients have included Google, Adobe and The New York Times.[2] FlyQuest CEO Tricia Sugita said the team began considering a rebrand in late 2019, worked with Nguyen through 2020, and completed the design in early 2021.[5] The redesign was motivated by a desire to align the visual identity with the organization’s environmental initiatives, which had been launched under its “Go Green” campaign beginning in 2020.[2]
Sugita described the previous logo as having “a lot of straight lines and hard edges” that the team wanted to move away from, seeking instead something “more rounded and soft” that felt “welcoming, inviting, wholesome.”[5] The color palette was also simplified from green and gold to a primary green.[5]
Meaning and Symbolism
Nguyen explained that she was “approached to rebrand the FlyQuest logo into a mark that encapsulated their mission of environmental initiatives, the dynamic nature of esports, and their inclusive and wholesome community.”[7] The leaf drawn within the negative space of the “Q” in Quest, paired with an emerald green color, symbolizes the organization’s many environmental campaigns.[2]
The new leaf logo also celebrates the team’s competitive history by using the classic “Q” design from the previous logo.[8]
Typography and Design
Nguyen stated that the typeface League Spartan was customized with rounded edges “to reflect a sense of boldness, adventure, and welcomeness.”[2] The organization’s primary team colors are white and emerald green, with the shade of green adjusted to be “more vibrant and inviting” compared to the previous palette.[8][9]
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