Florida-based esports and gaming company Misfits Gaming Group (Misfits) launched a rebrand this week, changing its iconic logo to represent the company’s shift in business priorities.
The visual rebrand (shown above) will be reflected across the company’s digital platforms, social media channels, physical spaces, and in its line of merchandise offerings to consumers.
Described as a representation of the organization’s shift into being an entertainment company, Misfits has been moving further and further away from its origin story in 2016 as an esports organization, though it should be noted that the company still operates Call of Duty League team Florida Mutineers and Overwatch League team Florida Mayhem (at least for the time being). The company sold its LEC spot to Team Heretics for more than $40M USD in July 2022.
The new branding represents Misfits’ hard shift into content creation, entertainment, and game development. In April the company hired Sam Toles as its chief media & entertainment officer, with a mission statement of helping Misfits transition further into being a next-gen media and entertainment company. This followed the hiring of Karl Jacobs, who joined the company as a co-owner and creative director; and AustinShow, who took on the role of content creator & executive producer. Misfits also launched a new Roblox-focused game studio called Pixel Playground—co-founded by Jacobs and Roblox content creator Kreekcraft, who has also joined as creative director.
