ZUMMAZ created a visual identity, motion branding system and toolkit for APL 2025, a global championships event for AOV. The challenge was to create a design system that could remaining consistent, beautiful, visually distinct and recognizable as Worlds 2025.
ABOUT APL
The Arena of Valor Premier League (APL) is a prestigious international esports tournament featuring top teams from the Arena of Valor (AoV) competitive scene. Organized by Garena, the APL brings together elite teams from regions such as Vietnam, Thailand, Chinese Taipei, and Indonesia to compete for glory and a massive prize pool. Known for its high-level gameplay, intense rivalries, and strategic depth, the APL serves as a key event in the AoV esports calendar, showcasing the best talent and thrilling fans worldwide.
01.COLOR SCHEME
The primary colors Red Brown, saturated Red, and Orange set a sporty futuristic tone. Orange and Red add highlights while Red Brown balances the background. Secondary colors Black and White neutralize the design reduce visual conflict and enhance focus.
02.FONTS SYSTEM
The chosen typefaces are easy to read with balanced rhythm between title, subtitle, and content. Each typeface has a unique style that creates clear separation while expressing cyberpunk, sporty, and modern vibes for the young generation. TT Octosquares Condensed Bold Italic is recommended for its resemblance to the main typeface of the AOV DAY event.
03.LOGO REVISION
VERSION 1: The standard APL logo, which serves as the official and consistent branding for the league.
VERSION 2: The special edition APL 2025 logo, designed exclusively for this year's tournament. It aligns with the overall tournament identity, and can be used as the replacement of the standard version
04.SLOGAN
The slogan SEIZE YOUR MOMENT is designed with large, strong letters that give a modern world feel and a sense of intense competition of Esports. Letter “S” is highlighted by the “Movement” graphic element with larger size, making it stand out from the other letters. This element also implies the actions and energies required to Seize the Moment.
05.GRAPHIC ELEMENTS
The graphic elements are create from the main tournament logo. There are 2D and 3D version provided for the elements. The element resembles the arrow shape. Having it contract and expand, inward or outward, express the message of capturing the moment.
BACKGROUND SYSTEM
Elements of the hero skin are transformed into 3D objects forming a crystallized background. Depth and reflections are enhanced through strategic lighting, with motion emphasizing shifting light and shadow in shades of dark, orange, and red to create a dramatic crystal effect
The background design aims to create immersive visual identity by presenting the sequence of continuous actions. This motion sequence exposures the subject in multiple layers on top of each others, showing momentum, skill, agility, and precision that leading to a decisive moment. It also reflects the fiery character of the elite battle ground.
06.BANNER APPLICATION
The color version of team logo should be presented within boxes, which shares the same design language as the other graphic elements in the visual identity system (VI).
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CREDIT
Client: Garena
VISUAL IDENTITY BY ZUMMAZ STUDIO
Creative & Art Direction: Khang Giate, Umgj
Account manager: Tony
Typography system: Umgj
Graphic elements system: Giate
Graphic Designer: Lta_Khoa, Umgj, Giate
Motion Design & Vfx: Giate