Look, they've got us all interested in chess.
London's graphic designers have a history of being a little bit provocative when it comes to logos for major tournaments.
Anyone who followed the
2012 Olympics might also remember how the logo looked like two people... enjoying each others company.
Well, it's happened again, but this time it's the 2018 World Chess Championship, which is not traditionally known for being a sexy sport, unless of course you're Austin Powers.
https://www.youtube.com/watch?v=7CmLNPOLJl8
Clip via YouTube
The World Federation of Chess disagrees. Clearly they believe the strategic game has great potential when it comes to hooking up. Developed by Shuka Design, there is no disputing what is going on underneath the board.
https://twitter.com/dsmerdon/status/942925235463979008
No, really. That's the logo.
"We rarely stop to think about the brand of the World Chess Championship Match, because we are more interested in the players and the drama of the games", the Federation said in its release. "But the Match, the ultimate event that defines who is the smartest person on the planet, has much wider appeal than chess professionals. It affects politics, business, and, of course, design."
Does that explain it?
"We’ve been busy for over a year working with artists and designers to develop a perfect key visual, the image that will be associated with the 2018 Match and which will find its way onto mugs, posters, outdoor displays, venue design, media, broadcasting graphics and more."
The fact that they were "busy for over a year" however, has upset some chess grandmasters. (The grandmasters are displeased, damn it!) In particular, the Australian player David Smerdon tweeted out his shock, saying "No, this is not a joke".
Getting comparisons to the Kama Sutra book, this certainly has put the tournament on the map for a great many more people than we would ever imagine. The real benefactors though, are the collectors of erotic art, since they will be able to hang the limited edition prints up on their walls and justify this to appalled parents as an appreciation for chess.
It might also get a few more people interested in watching the Championships, which take place between 11-30 November 2018. Although let's be completely honest, if you think this is an accurate depicition of chess, then you better CHECK yourself, MATE.
