Team Dignitas is getting a branding overhaul, revealing an identity refresh for the first time in 15 years. The Harris Blitzer Sports & Entertainment esports franchise will now be known simply as Dignitas, and will sport a new logo, color palette, uniform, casual wear and more. The logo change will see the alien-eye, “Digi,” replaced by an owl inspired by the mythical Owl of Minerva. In addition, the wordmark change will now read as Dignitas 2003, while silver has been added as a color in the Dignitas brand palette, along with the team’s traditional black and yellow. New uniforms reflecting the brand refresh will be worn for the first time by Dignitas’ Western Clash champion Heroes of the Storm team on Nov. 2. at BlizzCon’s World Championship.

“The esports ecosystem is changing rapidly. Evolving and broadening our name from ‘Team Dignitas’ to ‘Dignitas’ provides us the strategic breadth to best execute our competitive team business, but also pursue new verticals in the gaming world,” said Dignitas CEO Michael Prindiville. “Our fans were constantly asking about the root of the word ‘Dignitas’; the refresh has been the perfect vehicle to explain. We were drawn to the concept of ‘prestige,’ and the connectivity between an individual’s actions and successes in life and the success of the greater organization. In striving for excellence as players, teams, influencers, brands and executives – we lift our collective self.”