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Pentagram’s world class rebranding the chess world

Centered around an ingenious Escherian 3D logo, Pentagram documents how design offers a passage to integrated marketing.

When Star Trek’s script asked for a futuristic game of chess on no budget, set designers came up with the idea to build a chessboard on three levels.

Pentagram combined the dots and invented the Escherian 3D logo at the center of bringing the chess championships into the new world. While it’s hard to take your eyes off the promotional material, shortening a complex naming convention to ‘chess world’ makes for an immediately apparent impression of a great or greater event. From Mark Wilson’s article, I take it that Pentagram partner Naresh Ramchandani understood, that the new era asks for a new game, reflecting both, the intensity of contest and intelligence of mind. For me the brilliant design raises my expectation.

And expectations are being raised at every touch point.

Adorable how principle (star trek 3D chessl) meets practice (logo, poster, gold medal, collateral…), whereas both are highly focused (elevate the game not just represent it).

A rare logo to accomplish as a stand-alone unit, and get people to re-evaluate chess and think about it.

As requested by Naoto Fukasawa, the best design dissolves into behaviour.

Mark has a better way with words:

When entrepreneur Andrew Paulson approached Pentagram to update the World Chess Championship, to give it all the international prestige of the Bobby Fischer era, the creative team responded with a similar trick–creating a 3-D logo constructed as much from enigma as geometric simplicity, a new look for a new era of competitive board gaming that they renamed, simply: World Chess.