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Thecontroversial logo that shook thechess world

The2018 World Chess Championship found itself atthecenter ofaheated discussion about design, sex andLGBT culture. It was covered byall major media outlets, including anabove-the-fold front page feature bytheFinancial Times. Themedia called it one ofthemost important sporting events oftheyear.

One ofthekey issues inthediscussion was theprovocative logo that featured two figures playing chess inaway that, some say, resembled ascene from Kama Sutra.

Theorganizers andthesport had taken arisk bygoing outside its comfort zone andthemessage was amplified bythemedia, which loved theidea that themost conservative sport intheworld was using such provocative visual language. Inchess, theconsumers are also players, andthecampaign allowed them tofinally be associated with something considered cool.

Thelogo went much further than anticipated, getting theCannes Lions award andcreating awhole range ofmerchandise that is still popular.

Theevent itself was avisual experience forthespectators andtheplayers alike. Theexterior andinterior oftheCollege inHolborn, thehosting venue, was decorated with key visual patterns; this was also applied tothecostumes oftheactors who performed intheopening ceremony attheVictoria andAlbert Museum. Theplayful illustrations anddesign oftheonline broadcasting platform made watching thedifficult game easy.

Thedesign was visible outside oftheplaying venue andinside. Lettering andcolor patterns made theevent stand out.

Reporters before thefirst move inthefinal game ofthe2018 World Chess Championship

London hosted theMatch forthefirst time indecades, andLondoners were aware that something is happening intheir city.

Entrance totheplaying venue inHolborn

Visitors were treated with branded merchandise so they felt connected totheevent.

Disposable cups atthevenue

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Looking Back to The Most Talked About Chess Logo Ever - World Chess