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Branding > 10.3 Motion Logo

Meltwater Champions Chess Tour

by Schjærven Reklamebyrå

Play Magnus and Chess24 launched an online tournament with the ambition of becoming the largest arena and most innovative platform for online chess. Champions Chess Tour should attract both the specialists and the curious, young and old, sharing the game’s knowledge and love. The tour consists of 10 tournaments, stretching from November 2020 until September 2021. The identity created is for use in all channels, digital and analogue, including television broadcasting.
A generative identity visualises chess, capturing the drama and the build-up of a game between two opponents. The chessboard of eight by eight squares and the set of moves for each piece was translated into code: A logo generator software animates every movement, generating a visual pattern. The input is a classical chess notation in a .pgn-file format, supplied by the online resources from the organiser and client, chess24.com.
The logo generator has speed settings, amount of moves, opacity and more, and the output is both for animation and still, screen and print. The almost endless number of opportunities given by the generator creates a rich but still very recognisable visual universe and identity.
Every competition has a unique logo based on a specific game of chess. The overall tournament’s primary logo is a closely contested Armageddon game between Magnus Carlsen and Hikaru Nakamura from 2020.
Meltwater Champions Chess Tour has dethroned the World Chess Championship for the record of peak viewership of a chess event with 282K concurrent viewers during the final of the Opera Euro Rapid. Out of all completed eSports events, the Opera Euro Rapid currently holds the 4th highest viewership in English, and 5th across all languages. In total, the event garnered 5 million hours watched and 19.5 million live views.

  • Creative Directors Torgeir Hjetland
  • Art Directors
  • Designers Helge Wiig
  • Illustrators
  • Photographers
  • Editors
  • Copywriters
  • Developer from Værsågod André Elvan
  • Strategic Advisor Benedicte Dalen
  • Project Management Sara Keskinarkaus
  • Project Management from Værsågod Linda Martinsen
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