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world chess championship branding by pentagram post on boss not boss

Pentagram’s World Chess Branding

FINALLY some design that makes me feel all giddy inside (of course its from Pentagram). I feel like it’s been a million years since I saw a logo and fell in love with it. Do you see that thing!?! It’s like you’ve been at some hipster tavern waiting for your friend who’s an hour late, and just as you think you can’t take being there any longer, a beautiful woman walks in (or man, but I doubt Ed Westwick would find himself among Papst urchins) and you remember that there are good people in the world who go beyond putting an object in place of a letter or simply fill in counters. Then there’s more.

Pentagram was tasked with designing an identity to restore the reputation of the World Chess Championship, as well as catch the attention of young challengers in the game of strategy and foresight. Well they grabbed my attention in a dark alley, and mugged me with thought-out, solid application of the new brand. Do you see those score cards? Those posters? The logo mark in the wood??

If there’s some other great branding that you think I’ve missed, let me know in the comments :)

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