Branding: Bold & Kinky
It's elegant, unique, sophisticated and a little kinky.
In our humble opinion, Russian based Shuka Design has already created one of the best brands of 2018. This year's Fide World Chess Championship logo is a beautiful tangled mass of hands, reflecting the action and combat of a game chess. An alternate logo shows to players interlocked in battle, albeit with slightly erotic results. After comments were made only about the NSFW alternate, FIDE embraced this rock and roll edge and released a limited edition print of the Karma Sutra-esque visuals.
This bravado presents the chess world as bold, exciting, charming and confident as hell, rather than the musty old man/nerd club it's usually portrayed as. This is branding done right. Check-mate!