​KSV Esports, the owner of the Seoul Dynasty of Overwatch League and the reigning League of Legends world champions, has rebranded to Gen.G, the organization announced Thursday.





"When we started the company, it’s just been this amazing rocket ship of a journey when we started the company and immediately dove into the Overwatch League," Kent Wakeford, co-founder and COO of Gen.G, told DBLTAP. "For us, the Seoul Dynasty ended up taking first priority rather than taking time to build the brand we wanted for organization and other teams."





Gen.G is short for Generation Gaming, which Wakeford said was done to encompass the gaming lifestyle and community with which fans resonate. The rebrand also includes a new logo and color scheme, with the primary color is gold. That, Wakeford said, signifies Gen.G's desire to be the gold standard in esports.





Gen.G broke into the scene with by acquiring an Overwatch League franchise, which became the Seoul Dynasty. Although it's a separate brand, Gen.G has a similar color scheme to the Dynasty -- which is no coincidence.





"That definitely played into it, but gold has been a key thing to us with the Dynasty," Wakeford said. "Bringing together the best players, best coaching staffs. That is a core philosophy of ours as a company."





Gen.G also ​signed a League of Legends team in the winter, the former Samsung Galaxy lineup that ​won the League of Legends World Championship in November. The organization also owns two PLAYERUNKNOWN'S BATTLEGROUNDS teams and a Heroes of the Storm team. Thursday's announcement also included the acquisition of a Chinese Clash Royale team.





Wakeford said the rebrand took about four months of work, and the organization worked with an agency named Emeht that specializes in the area. The logo was also astutely studied and features multiple easter eggs of gaming and esports.





"There’s a shield that represents the tank. There’s a sword in the middle of the shield that represents the DPS role," Wakeford said. "The whole thing is in shape of a heart, which is the support role. GG is good game. We really played with kind of the pillars of esports to create a brand that was really reflective of esports."





Photos courtesy of Gen.G