Complexity Gaming rebrands to mirror its sister team, the Dallas Cowboys
Complexity was purchased by Cowboys’ owner Jerry Jones last November
Five months after being purchased by Dallas Cowboys’ owner Jerry Jones, Complexity Gaming is updating its image to be more like that of its sister team in the NFL. The eSports organization will use the same navy blue color and star logo of the football team, dropping the red and black circular image that has become synonymous with the team over the years. The founder and CEO of the team, Jason Lake, is also trading in his standard red tie for a blue one that will match the team’s new uniforms.
Lake explains, “We’re not just changing a logo. We are building upon Complexity’s legacy as an innovator in the space by paving the way yet again. This expanded vision takes everything we have learned over the course of the last 16 years as a premier esports organization and levels it up—setting a new standard and revolutionizing how esports organizations should operate.”
The star is meant to represent the five pillars of the brand. These include competition, community, culture, cause and convergence. New apparel with the updated brand is already available for fans to purchase and will be seen at its headquarters in Frisco, TX, as well.
Jones purchased the team alongside investor John Goff last year and subsequently relocated to the Dallas Cowboys World Headquarters in Frisco, the same headquarters as the NFL team. In addition, Complexity’s new team headquarters is now called the GameStop Performance Center after the team and GameStop reached a three-year naming rights deal this past March.