American esports organisation Complexity Gaming has undergone a major rebrand to align itself more closely with its National Football League (NFL) sister team, the Dallas Cowboys.
Both Complexity and the Cowboys are owned by Jerry Jones, who purchased the competitive gaming outfit in 2017 alongside real estate magnate John Goff. Complexity will now don a navy blue colour and star logo similar to that of the NFL outfit, departing from its traditional red and black uniforms.
In addition to a new logo and colours, the rebrand includes an updated website, new merchandise and a refreshed company manifesto. An official release said that the five-point star logo is representative of Complexity’s five brand pillars: competition, community, culture, cause and convergence.
Complexity, which competes across various titles including Clash Royale, Dota 2 and Fortnite Battle Royale, added that the move marks the organisation’s latest push towards ‘Esports 3.0’, where competitive gamers are treated like athletes in traditional sports.
“We’re not just changing a logo. We are building upon Complexity’s legacy as an innovator in the space by paving the way yet again,” said Jason Lake, founder and chief executive of Complexity Gaming.
“This expanded vision takes everything we have learned over the course of the last 16 years as a premier esports organisation and levels it up — setting a new standard and revolutionising how esports organisations should operate.”
The news comes just over a month after Complexity announced that video game retailer GameStop had taken the naming rights to its new training facility being built on the grounds of the Cowboys’ headquarters.
The 11,000-square-foot GameStop Performance Center is slated to open in May, and will include a public gaming area, high-performance training space, video studios and a retail store.