On January 25, the CSGO esports organization Ninjas in Pyjamas announced a complete brand overhaul, replacing its long-standing black, gold and white shuriken with a symbol that, according to an official press release from the organization, that it takes its shape from “old Japanese emblems and Katakana.”
The Ninjas are fighting as one
In a rebranding statement, Hicham Chahine, CEO of Ninjas in Pyjamas, stressed the importance of expanding the ability of the organization to connect with its audience.
The Ninjas are fighting as one, we have discipline, we remain calm, we inspire. “Everyone can be a ninja and we feel it’s important to create a story that can be connected to anyone,” Chahine said. The new logo has been in operation for over a year and comes alongside a complete overhaul of NiP merchandise, all emblazoned with the new neon, yellow, and black color scheme of NiP.
William Bul, brand manager for Ninjas in Pyjamas and the man behind NiP’s move to the new brand, explained that the new logo is both an evolution and a revision of the traditional logo of NiP.
“The old Japanese word “Nin” inside the new Shuriken, which is the beginning of Ninja and means ‘to implement ego and heart to the edge of the sword.’ We believe that intricate features such as these are essential to showcase and provide our fans with,” Bu explained.
Only a year after NiP said farewell to several of its long-time Counter-Strike:Global Offensive players, the rebrand came. Their release seemed to be a turning point within the organisation of the Ninjas.
What happened to Ninjas in Pyjamas?
After three years of CSGO dominance, NiP suffered a general decline from 2016 onwards. Although the team managed to remain a factor in international tournaments, it suffered from poor results.
The organization attempted to recreate another version of its popular Swedish roster around stars Patrik “f0rest” Lindberg and Christopher “GeT RiGhT” Alesund, but the original NiP sparks was not reignited by any combination of players.
GeT RiGhT was benched from the active roster of NiP in 2019. F0rest and GeT RiGhT were reunited in 2020 by signing with DIGNITAS.
Although in the time since, Ninjas in Pyjamas have performed better, the organization is still trying to go back to its previous form.