The TELUS Esports Series is one of the largest esports tournaments in Canada, created by the telecommunications company TELUS. Since its launch, the project has brought together players from the U.S. and Canada, providing them with a platform to compete in popular titles such as Rocket League, Valorant, and Apex Legends. The series’ prize pool exceeds $50,000, making it a major event on the North American esports scene.
Previously, the tournament’s visual language was tied to TELUS’s corporate style. The company’s colors and the Helvetica font were used. They ensured recognition but did not establish the image of an independent product. The logo was perceived more as an extension of the corporate identity than as a distinct style for the tournament.
To update the style, the Rethink studio was invited. The task was to maintain a connection with TELUS while giving the series its own identity. Helvetica remained the basis of the typography, but it was reinterpreted through effects that conveyed the energy of esports. The inscriptions in the logo now look dynamic. The “Series 3” line is divided into horizontal segments, evoking associations with sharp maneuvers in games, such as strafes, dashes, or jumps.
Purple and green were retained, but the shades deepened. Black was added to create a background for bright gradients. Together, they reinforce a sense of technology and make the style more expressive.
A shard passes through the letter “t,” forming the shape of a portal. This connects the tournament’s visual language to the gaming world, where a portal symbolizes a transition into another reality.
Rethink also developed a compact version of the logo called “T3.” It serves as a short code for the tournament.
The new visual language of the TELUS Esports Series is built on dynamics. Logos and inscriptions behave as if obeying game mechanics, reacting to acceleration or changes in direction. The style resonates with gamers, creating the impression that the tournament speaks to them in a familiar form.
Today, the series is positioned not as a corporate project of TELUS but as an independent platform for gaming culture. The new identity enables the tournament to operate on multiple levels, from promoting broadcasts to creating merchandise and digital content. TELUS retains its corporate connection but now has an esports brand with its own character.