You wouldn’t have expected that one logo of World Chess Championship could cause quite a stir. But this one does, since it features an image that many people deem too raunchy.
The black-and-white logo in question, unveiled earlier this month, was created by Moscow-based studio Shukla Design that is no stranger to creating cheeky brandings. It features silhouettes of two figures who sit facing each other with a chess board between them. However, the two have their legs and arms intertwined with each others’.
The sexy logo has received mixed reviews from fans, with mostly negative reviews coming from the chess community. Australian chess master David Smerdon recently shared the logo on Twitter and complained that whoever behind the artwork “had one job” but still sucked at it. Women’s chess pioneer Susan Polgar also ciriticized the logo, saying it’s too racy and inappropriate for children.
Responding to the negative reactions, a World Chess spokesperson has defended the logo that they brand “controversial and trendy, just like the host city.” FYI, the tournament will be held in London late next year.
“We’ve been busy for over a year working with artists and designers to develop a perfect key visual,” the spokesperson shared. “This is 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.”