![World Chess identity designed by John Rushworth](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5u8TEiCcBd9DEPaSr1fS9K4pxu-cXnCqyFZwWNCPcZmlcZ8oWjyu69x0rRowRG-5_K0e5OvleJYHVDH18ruM-aixPFXf81FQE3JBuDktURi92E-qzJLxZuOK8HFcYycqQepXmWPxZUCg/s800/01-World-Chess-Symbol-1024x723.jpg)
Chess got a new look!
What's not to like about this 3D chess board!?... designed by Pentagram as part of ‘an identity, campaign and experience that could restore its reputation as a contest between the world’s greatest minds and capture the interest of a new generation’.
![World Chess identity by Pentagram](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBObL3W1p8avu1swhnKWoiGeH3USjpbB_-Mpw3asVpqOUAfLMfM95tdTIUGDnkJapWuE52Ca-2abmpLnGTfzAN2IKH4llQ93gWUqoiW4Zt5V8W34l7YUjCNrE3_asguKOEJLdv7J9Flw4/s800/Chess-072-1024x681.jpg)
![World Chess identity by Pentagram](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-Kp0B7BIY7F0QbKlcYm67quQD-i-Da5zybxN_DxVC14Mli9cwcepARF1K76pyMXYKYGyccDu9d6ZhsLQ5O5HQQqFgg4qAmGgW7mbdB570GBBHk04n66ixmNqMgMofLeGffNEVp5Hb7Oo/s800/Chess-049-1024x681.jpg)
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