When you think of the World Chess Championship, chances are you think about a pretty quiet, possibly dull few hours with a couple of guys staring at knights and bishops. What you probably don’t think about is Kama Sutra. But maybe that’s what the organizers of next year’s event are hoping you’ll think about when you look at their new logo — so that you will actually want to watch the match.
The graphic for the 2018 Championship, which will be held in London in November, was just released, and the internet has had a field day with it. Sure, it’s just two people sitting opposite each other at a chess board. Playing chess like everyone does. right?
The branding for the 2018 World Chess Championship in London was unveiled today and it sure is something. pic.twitter.com/Nar2TU87dR
— Bryan Armen Graham (@BryanAGraham) December 19, 2017
Amazingly, the designer tasked with the job of creating the image has pulled off a feat that no one thought possible:
Kama Sutra and boardgames all in one logo. People said it was impossible but the designer solved it.
— dhdesigns (@dhdesigns) December 20, 2017
The truth of the matter is that chess club in high school was never cool, and probably still isn’t cool. But maybe all the game needed was some fresh marketing that really spoke to the prospective members:
If they would've showed me this brochure in high school, I would've fought a bear to join chess club. https://t.co/6MmLY8CCoP
— Steve "Man of Wisdom" Spohn (@stevenspohn) December 19, 2017
Some people couldn’t resist a good pun:
Didn't you know, chess is a positional game. :P
— Abhishek k. Anshu. (@brillabhi) December 20, 2017
While others pointed out the obvious:
The logo makes it look like chess is getting in the way.
— J. P. Dancing Bear (@jpdancingbear) December 19, 2017
And then, of course, there’s the problem with children. Yes, kids do play chess and this logo might pose some issues for parents who are interested in having their kids watch the championship, as chess grandmaster Susan Polgar points out:
More than 50% of the world chess playing population are kids. They are also the biggest purchasing block by a HUGE margin, many times more than adults. Do you think that logo can be marketable in schools?
— Susan Polgar (@SusanPolgar) December 19, 2017
We should all tune in for the match next November. Maybe the real thing will somehow resemble the design?