The 100 Thieves is a lifestyle brand and gaming organization based in Los Angeles, California, founded in 2017 by Matthew “Nadeshot” Haag, with teams competing in League of Legends, Call of Duty, Valorant, and other esports titles.
The 100 Thieves logo features a bold, stylized design centered around a vibrant red (#ea3031) color that commands immediate attention. The mark combines text and symbol elements with a strong emphasis on the number “100” integrated into the overall composition. The design has a modern, streetwear-inspired aesthetic that reflects the organization’s positioning as both a competitive gaming team and a lifestyle brand. The logo uses sharp angles and clean geometry while maintaining an energetic, youthful quality that resonates with the esports audience. The red color is applied consistently across the mark, creating a unified and highly recognizable brand presence.
Meaning and Symbolism
- Red Color: Represents passion, energy, and competitive fire, qualities essential to both esports competition and the brand’s bold Los Angeles street culture aesthetic.
- Number 100: Symbolizes giving 100% effort, maximum commitment, and the pursuit of excellence in competitive gaming.
- Modern Typography: Reflects the contemporary, youth-oriented nature of esports and the organization’s crossover into lifestyle and apparel.
- Circular Elements: Create visual cohesion and suggest unity among team members and the broader 100 Thieves community.
Design and History
100 Thieves was founded in 2017 by Matthew “Nadeshot” Haag, a former Call of Duty professional player who captained OpTic Gaming, won MLG X Games gold medals, and was named 2014 Esports Athlete of the Year. The organization was co-founded with Cleveland Cavaliers owner Dan Gilbert and later received Series A investment led by rapper Drake and music executive Scooter Braun, with participation from Marc Benioff, Drew Houston, and Sequoia Capital.
The logo reflects the organization’s dual identity as both a competitive esports franchise and a lifestyle brand with a significant apparel business. This crossover positioning is relatively unique in esports, where 100 Thieves has successfully built a streetwear brand that appeals beyond just gaming enthusiasts.
The organization operates franchise teams in the League of Legends Championship Series (LCS) and the Call of Duty League, where they compete as the Los Angeles Thieves. The brand has expanded to include teams in Valorant, Fortnite, and Call of Duty: Warzone.
The red and black color scheme, combined with the modern typography, creates an identity that works equally well on jerseys, merchandise, streaming overlays, and social media, reflecting the multi-platform nature of contemporary esports organizations.
Typography
The logo employs a custom bold typeface with contemporary styling that balances athletic performance with street culture aesthetics, making it suitable for both competitive gaming contexts and lifestyle apparel.
FAQ
Q: Who founded 100 Thieves?
A: 100 Thieves was founded in 2017 by Matthew “Nadeshot” Haag, a former professional Call of Duty player and 2014 Esports Athlete of the Year, alongside Cleveland Cavaliers owner Dan Gilbert.
Q: What does “100” represent in the name?
A: The number 100 symbolizes giving maximum effort and 100% commitment to competition, reflecting the organization’s dedication to excellence in esports.
Q: Why is 100 Thieves considered a lifestyle brand?
A: Beyond fielding competitive gaming teams, 100 Thieves operates a successful streetwear and apparel business, positioning itself at the intersection of esports, fashion, and youth culture, making it as much a lifestyle brand as a gaming organization.
