The New Era of X Rocker

X Rocker Unveils Bold New Brand Identity, Signalling Evolution Beyond the Chair

Celebrating a decade of innovation and growth, X Rocker enters a new era with updated brand iconography, new characters, and a broader vision.

Global gaming furniture brand X Rocker is proud to announce a dynamic update to its brand identity, launching a refreshed logo and iconography that reflect the company's evolution from gaming chairs to full interactive bedroom solutions.

This milestone rebrand, revealed today via a new brand film, celebrates the incredible journey X Rocker has been on over the last decade under the leadership of CEO and owner Gary Shaw. From pioneering audio-driven gaming chairs to now designing cutting-edge beds, desks, and bedroom furniture for gamers of all ages, X Rocker has become a leading name in lifestyle-driven interactive environments, available in the largest retailers around the globe.

“Today marks an exciting milestone for X Rocker, what began as a gaming chair brand has grown in ways we could never have imagined,” said Gary Shaw, CEO of X Rocker. “Our new visual identity is more than just a logo refresh, it’s a statement of who we are today and where we’re heading

A Brand for Every Gamer

The updated branding will also support a more tailored approach to marketing across X Rocker’s diverse audience base. For younger gamers, the new direction includes the introduction of colourful, character-led branding featuring Neo and Harmony, gaming-themed superheroes designed to engage junior audiences and bring playfulness to the brand's youth ranges.

At the other end of the spectrum, X Rocker is embracing a more mature, contemporary aesthetic to resonate with older gamers and young adults seeking style and performance. This new visual language sets the foundation for future developments, including the upcoming launch of Apex, powered by X Rocker, a premium sub-brand focused on high-end innovation and design.

A Decade of Progress

As the company prepares to mark its 10th anniversary under its current leadership in 2026, this rebrand acts as a celebration of progress while embracing the opportunities ahead. It reflects X Rocker’s growing product categories, expanding global reach, and unwavering commitment to enhancing the gamer lifestyle.

The new branding will roll out across all digital platforms, retail packaging, and marketing campaigns in the coming weeks, with new product lines launching later this year.