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Nomenclature

This guide aims to provide clarity over the usage of League of Legends European Championship and the acronym LEC. 

Nomenclature Guide

Each touchpoint with players of the new brand will be assessed on a case by case basis on the most appropriate use of the mark based on the following criteria:

 

  • Context
  • Size
  • Placement
  • Medium

Due to the change of name it’s important to use the longform “League of Legends European Championship” when setting initial context, with a view to move over time towards increased usage of “LEC” when context has already been set.

Summary

General usage

  • External Name (for press and non-Riot publications):
    [INSERT YEAR] League of Legends [Spring / Summer] European Championship
  • Riot Publishing Name
    [INSERT YEAR] [Spring / Summer] European Championship
  • LEC (Shorthand name must be used in conjunction with the full name at the beginning of an article) 
  • LEC  [INSERT YEAR] can be used when absolutely necessary (ex. For in-client headlines where we have character restrictions)
  • In a sentence, always use an article before the term LEC (long and short form). Eg. ...the LEC is... or ...the League of Legends European Championship is...

Broadcast and Studio

Broadcast and Studio usage

  • Casters on broadcast:
    [LEAD IN] [Spring / Summer] European Championship
  • Countdown screen:
    [Full mark] League of Legends European Championship
  • In game:
    [Crown] Just crown symbol
  • Lower thirds:
    [Crown] Just crown symbol
  • Other full screen graphics - schedule etc:
    [Full mark] League of Legends European Championship
  • Studio:
    - Print graphics should reference the full mark when being displayed on broadcast.
    - Areas in FOH and backstage that are not main areas of the broadcast we’d recommend using the full mark on entrance or areas where fans will be entering the arena. Once inside the arena we’d then recommend use of the tricode.

Stream and SEO

For stream titling purposes, we are character restricted so we propose defaulting to our tricode, for example;

  • FNC vs. G2 | Week 1 | LEC Spring | Fnatic vs. G2 Esports (2019)
  • For SEO purposes we would include both the long form and tricode in our page or asset meta titles.

Events and Stage

– Event stage naming

 

 

 

 

– Event stage shorthand

 

  • [INSERT YEAR] [Spring / Summer] European Championship
    [INSERT YEAR] [Spring / Summer] European Championship: Quarterfinals / Semifinals
    [INSERT YEAR] [Spring / Summer] European Championship: Finals
  • As a reminder, we no longer use the term “Split” to describe an event.
  • [INSERT YEAR] LEC [Spring / Summer]
    [INSERT YEAR] LEC Playoffs
    [INSERT YEAR] LEC Finals

International events

  • Where other long form league names are being referenced, European Championship will be used.
  • For international events, where other leagues tricodes are being referenced it is acceptable to use LEC. 
  • When regions are being referenced, EU can be used.

Media & PR

For all copy that goes that goes to press and media, the first use of any name should always be in long form with short form in brackets. Any other use of the name that follows after should be in short form, if there is one.

 

  • First use: League of Legends European Championship (LEC)
  • Any use after: LEC

For mainstream and endemic media, they will look to mimic the way lol esports leagues around the world are credited (LCK, LPL) after setting initial context on the brand’s origin (long form).

Content & Social

Content

For all copy that goes on lol.esports.com, the first use of any name should always be in long form. Any other use of the name that follows after should be in short form, if there is one.

  • First use: League of Legends European Championship (LEC)
  • Any use after: LEC

Social

Due to character limitations across all social media platforms, we should use only the short form. We should only use long form if absolutely necessary.

  • LEC
  • #LEC

Campaign

Campaign taglines we’d want to keep them short and concise, so we’d propose using our tricode in this use case, for example;

  • This is LEC

For a rally cry we’d recommend reinforcing references to the region, for example;

  • We Are EU
  • EU Rising
Tone of voice
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