The Brand Identity

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The New York Subliners land in the Call of Duty League with an identity by Mother Design

The New York Subliners are one of the twelve teams in the Call of Duty League, the first global city-based esports league for the Call of Duty videogame franchise. They were built from the ground up to challenge the mainstream and the status quo.

Their identity, created by New York’s Mother Design, is inspired by the dazzle camouflage that was used extensively on warships during World War I. The bold, contrasting intersections of colour and form are intentionally loud, representing the disorientation and chaos that the team create on the battlefield. The logo is also a crosshair and an always active moving target. Alongside the logo is a custom stencilled typeface, which is an interpretation of lettering seen in war zones and construction zones.

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