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ALLIANCE UNVEILS NEW BRANDING AND LOGO TO USHER IN [A] NEW ERA

ALLIANCE UNVEILS NEW BRANDING AND LOGO TO USHER IN [A] NEW ERA

Gothenburg, Sweden, 19th April 2024 – Esports has always been defined by iconic moments. From the early days of anonymity to today’s spotlight on players and teams, the industry has undergone remarkable transformations.

 

For Alliance, this journey began with humble beginnings – Dota 2 and Starcraft II, a simple [A] in gray and an iconic championship jacket.
Established in 2013, Alliance has been a prominent figure in the esports landscape since our inception. After divesting from Twitch in 2016 and returning to Sweden as a player-owned organization, we embraced the color Green, developed a distinctive shield and embarked on a journey to reclaim our position in the esports world.

 

Throughout the years Alliance has learned valuable lessons, first and foremost among them being the importance of listening to the esports community. Embracing the identity of “rats” – initially perceived as a curse – it has today become one of the most defining aspects of our org.
Rats are inherently social beings, finding joy in the company of friends and family – this embodies our spirit of being an organization where everyone feels like we are working and thriving in a big family. Today, Rattio stands as the beloved mascot of Alliance, embodying resilience, perseverance and determination.

 

As Alliance has expanded from its roots in Sweden to a global organization with teams across the world, the time has come to usher in a new era. The unveiling of our new logo symbolizes not only who we have become but also our unwavering commitment to limitless possibilities. It marks the beginning of a new chapter in our journey, one filled with curiosity, growth and continued prosperity.

 

Together with Kurppa Hosk we have created a more accurate branding that showcases who we are. [A] bridge between East and West, a home where we have combined a multitude of cultures in work and play over the past decade. This fusion has always been at the core of what makes us unique and successful.

 

Over the next few weeks, our new branding will be rolling out everywhere, marking a significant milestone in our organization’s history.
From our humble beginnings as a small Swedish-based team, we’ve evolved into a global organization with players, staff and ambassadors spanning the globe.
Now, it’s time to turn the page once more. So please join us as we take a bold step into the next chapter of Alliance.

From, ALL of us at Alliance

 

For more information and updates follow us on X, Instagram, Facebook, Twitch, YouTube, TikTok, Discord.
For press or business enquiries please email: press@thealliance.gg

Merch Shop offer during launch:
Use CODE ALL11 for 11% off any first order!

 

ABOUT ALLIANCE
Established in 2013, Alliance is a globally recognized esports powerhouse, celebrated for its championship-winning teams and the contributions of top players and digital superstars. Since then, they have amassed 56 championship trophies, along with over 150 tournament wins and over 300 podium placements across 18 esport titles in the last 10 years. Rooted in integrity, perseverance, and community – Alliance is dedicated to pushing the boundaries of esports and inspiring fans worldwide. Together, we’ve shaped the future of esports, making it the thriving industry it is today while staying true to our values.

OUR PARTNERS AND SPONSORS 👊🏼

Written By

Rattio

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