Introducing the Chiefs Wordmark

MAY 20TH 2026 - For over a decade, the shield has been our identity. You've seen it on jerseys, across socials, on the big screen at LAN events. It has represented this organisation through every roster, every title, and every milestone.

"If I'm being honest, it's something that's always stood out to me. We have one of the most recognisable brand in ANZ esports, but no consistent way to carry the name alongside it. There was something missing, and today we've fixed that." per COO Andrew McLaren.

We're proud to introduce the official Chiefs wordmark - a typographic mark designed to bring consistency and uniformity to how the Chiefs brand shows up across every platform, every piece of content, and everything we put our name on.

This isn't a rebrand. The shield isn't going anywhere. But as the organisation has grown - across titles, across ANZ, and across a broader media and entertainment footprint we recognised the need for a mark that could travel with us. Something that works at any scale, in any context, and communicates who we are the moment someone sees it.

You'll start seeing it rolled out across our channels, content, and kit in the coming weeks.

Same organisation. Sharper identity. The Chiefs era continues.