Golden Guardians (GG) announced an overhaul to its brand identity on December 18, introducing a new logo, color scheme, and abbreviation (“GG” replacing “GGS”). Golden Guardians will also compete in three new esports titles: Apex Legends, Teamfight Tactics, and World of Warcraft.
More details on the origins of the new logo pic.twitter.com/LVUt0qXjtm
— Golden Guardians (@GoldenGuardians) December 18, 2019
Golden Guardians is an esports organization owned by the Golden State Warriors (an American professional basketball team based in San Francisco) and Kirk Lacob, the General Manager for the Golden State Warriors discusses brand growth through esports on NBC Sports Bay Area.
Lacob says, “Not everybody is a basketball fan, I find that hard to believe, I think maybe everyone in the studio is, maybe everyone in the city is now a basketball fan… but there are other things and we want to be able to interact with all sorts of sports fans, entertainment fans around the bay area. That means we need to continue to go out and find other mediums for that to happen, esports is really growing fast.”
San Francisco native Timothy “iiTzTimmy” An joins streamers Deston “Bronzey” Nguyen and Bay Area native Devon “Pfitter” Self to form the Golden Guardians’ new Apex team, forming a roster that aligns perfectly with Golden Guardians’ affiliation to San Francisco. The rebranding builds an organization, logo, and rosters that represent the ‘golden city’ with pride, addressing Kirk Lacob’s marketing strategy of finding “other mediums”, as GG’s aim to create a localized fanbase that specifically targets all the demographics of San Francisco.
In addition to their Apex roster, the Golden Guardians have signed Andrew “TidesofTime” Biessener, Rebecca “Becca” Cho and Jeffrey “DeliciousMilkGG” Pan who will compete in Teamfight Tactics. Finally, Carlos “Absterge” Correa, Jason “Pikaboo” Smith, Conner “Wizk” Torrence and Vincent “Jellybeans” Tran combine to form their new World of Warcraft arena team.
Golden Guardians, originally one of the 10 long-term partners of Riot Games’ League of Legends Championship Series (LCS) and NBA 2K League competitor (Warriors Gaming Squad) will continue to expand into more esports scenes as the organization plans to expand into Rocket League, as well as other esports titles that are yet to be announced.
Adam is a master's degree student studying esports at Staffordshire University. He is originally from Manchester, UK, and possesses an unrivaled passion for everything esports.