When chess tried something new… was this the most controversial redesign ever?
this logo rebrand was actually one of many and not meant to be taken too seriously. It was a stunt. This came at a time when chess generally was trying to find a new younger image – two years later The Queen's Gambit broke records on Netflix.
Behind the sexualised look of the logo many chess fans were just as offended, and indeed more so, but one glaring error. Have you spotted it yet? The 2018 logo has a chessboard with 6x6 squares instead of 8x8 – they got the chessboard size wrong. This wasn't the first time the WCC tried something new. In 2012 design studio Pentagram was hired to create a new logo, one with a graphic approach and a subtle optical illusion. The black and white chessboard becomes an isometric design that"belies the intelligence and complexity of the game," according to Pentagram's website. Scroll down below and see this logo 'move'.
In 2023 the Shuka Design logo has been dropped but the bold Pentagram optical illusion design continues to be used by the World Chess Championship ) and has informed much of the current branding, including new simplified versions of the hexagon board as well as brashThe lesson here is to not be afraid to take risks and try new things, so to speak. We have a wealth of logo design tutorials to read if you're interested in taking your brand in a new direction. Take a look at our guides to the five
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