South Korean esports organisation Liiv Sandbox will enter into the new year with a new name and identity after their rebranding last Friday. On December 15th, 2023, the organization officially rebranded to FearX and revealed their new logo and brand identity ahead of the new year.
The organization’s new logo still has the black and yellow colours that the organization had on its old logo but the rest of the new FearX brand has undergone a major revamp.
The organization logo now spots a fox head as its logo; now, the ‘X’ in the name represents the meaning of “fearless foxes,” and it is also reflected in its acronym, FOX.
The new logo and brand name will debut next year and feature across all competitions that the organisation will play in. FearX will play in League of Legends, FIFA, Kartrider: Drift, and Rainbow Six Siege.
The team played In the 2023 LCK Summer Split, and almost qualified for playoffs, but only finished 7th with a 5-13 record. FearX major presence is in the professional Korean League of Legends scene, the League Champions of Korea (LCK).
Meanwhile, the organization’s brand overhaul stretches to the League of Legends team as they will field a new lineup for the 2024 LCK Spring Split, which starts on January 17th.
FearX is based in Busan and is owned by the company that owns Liiv Sandbox, SBXG; they became an esports subsidiary of 4By4 in March 2023.
The rebranding could coincide with the end of the organisation’s title sponsorship with KB Kookmin Bank. The bank’s brand has been associated with the organisation since December 2020, when they signed a naming rights deal.
The team still has a couple of other commercial partners under its umbrella despite the departure from Liiv. The remaining partners include Roccat and Turtle Beach.
Daniel Ademiju Idowu
