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DreamHack Reveals Refreshed Brand on “DreamHack Day”

STOCKHOLM/COLOGNE/NEW YORK — As part of its annual DreamHack Day” today, Wednesday, December 9, 2020, DreamHack has revealed a refreshed brand with an identity focused on the gaming community. The new look, created in partnership with WPP brand agency Superunion, also reflects the company’s evolution into a global destination for immersive, gaming lifestyle experiences where the community comes to life. DreamHack Day has always been a celebration of the company’s early beginnings in 1994 — a gathering of friends and their computers in a school cafeteria with no online access has grown into a beacon of internet culture, and a gathering place for gamers worldwide.

Featuring a reinvigorated logo, dynamic color palette, bold typeface, and energized graphics, the refreshed brand pays homage to DreamHack’s heritage while also representing the extraordinary things that happen when the gaming community comes together.

We are super excited to share this refreshed DreamHack brand — it both celebrates our first 25 years, and looks ahead at our next 25 years,” said Marcus Lindmark, President, DreamHack and SVP, Project and Event Operations at ESL Gaming. “It is vital for us to continue being an arena where our community can come to connect, explore, win, play a part, and be themselves through the gaming lifestyle experience.

The hallmark of DreamHack is the fact that we welcome everyone — from the novice to the expert, and from the very small to the very old, spanning all backgrounds,” said Craig Levine, ESL Gaming Co-CEO. “As we look forward, these beloved festivals will continue to expand into new markets and mediums, growing the reach and impact on our community and partners; and this storied brand will continue offering opportunities to feature pioneers in esports and gaming technology.

Esports, and the gaming lifestyle in general, is a dynamic space serving more than 500 million esports enthusiasts, a multi-billion dollar industry, and approximately 2.6 billion potential gamers (Newzoo source). In 2021 ESL Gaming will feature expanded flexibility and skills to continue meeting the ever-changing desires, demands and needs of its fans, community, players and partners while connecting with this broader audience.

Lindmark continued: “DreamHack Day has traditionally been a time when we unveil our festivals and events for the upcoming year. We plan to share that information very soon, but today we’d like to thank our community for a tremendous 2020, despite the challenges. We will continue to be a global destination for all — whether online, offline, or both.

Marta Swannie, Senior Creative and Innovation Director at Superunion said: “DreamHack is a cultural institution within the gaming community, and we were thrilled to work so closely with the DreamHack team to refresh this much loved brand. We wanted to capture the unique spirit and vibrancy of DreamHack that celebrates gaming in all of its forms, and create a flexible identity which acknowledges its rich history whilst providing a platform for the future.

8 Weeks of DreamHack
Fans can also look forward to being a part of  “8 Weeks of DreamHack” on social media — an opportunity to revisit and celebrate what is loved about the DreamHack experience beginning December 14. Some highlights to look forward to include:

  • Dec 14-20: Retrospective of BYOC through the years; Showcase of some of the greatest case mods at festivals
  • Dec 21-27: Live Q&A with members of the DreamHack crew
  • Dec 23-Jan 3: Best of Main Stage, including Fashion Show highlights, music performance highlights, and more
  • Jan 4-10: Cosplay Hall of Fame; Q&A with Cosplay experts
  • Jan 11-17: Coolest Venue Contest; Facts and background about DreamHack cities
  • Jan 18-24: Q&A with key people at DreamHackDreamHack Plays live with staff
  • Jan 25-31: Top moments of DreamHack esports events; History of Dreamhack esports
  • Feb 1-7: Focus on DreamHack’s community
Experience the refreshed brand at

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