NYXL

The New York Excelsior are an e-sports team for the popular first-person shooter Overwatch. Though the team represents the New York City area, all of the players on their roster are native born South Koreans. I admire the design of the logo not only because it plays off of the “ex” sound in Excelsior but it also emphasizes that NYC is a melting pot for different cultures. The convergence of the shapes in the design from all different directions could be representative of how people from all over the world come together as one in New York much like the team themselves. I also like how the type is very dynamic and sharp. It’s sleek and works well with the logo. I think the choice of colors is an homage to other New York sports teams like the Giants and Yankees which helps the team and their merchandise feel more familiar to the region.

Overall the branding for the Excelsior is powerful in both its message and design. It was created by Mother Design who has also done work for Nike, Reebok, New York Fashion Week, the Philadelphia 76ers, and the Sundance Film Festival. You can see more of the design firm’s work here.