Grandmaster Flash: Sexy New Logo for World Chess Raises Eyebrows


World Chess 2018 London logo

The World Chess Federation (FIDE) has unveiled the branding for the 2018 World Chess Championships, a visual identity it calls “controversial and trendy, just like the host city” of London.

2018 World Chess Federation Championship in London logo

As the Huffington Post notes, a few observers (and online wags) have descriptions for it, including “pawnagraphic.” Others worry that it’s not suitable for kids.

The agency behind the new visual identity, Moscow’s Shuka Design, has been taking it in stride, retweeting some of the funnier takes on the sensual new branding:

So tickled is World Chess by the response that it’s making a limited edition print with the new branding available to purchase. Get ’em while they’re hot.

World Chess sexy poster