Levitov Chess
Dynamic Brand Identity

Task

The Levitov Chess YouTube channel was launched in 2020 by former Vice President (2010-2014) of the International Chess Federation (FIDE) and chess enthusiast Ilya Levitov.

Its mission is to introduce everyone to the wonderful world of this intellectual game, to help plunge into its great history, to acquaint the best players with the fates, to keep abreast of current events, and to teach those who still don’t know how to play chess!
Design Brand Identity for a chess company with huge YouTube channel, Twitch streams and Social Media Communications.

Make highly detailed Guidelines for the Identity.

Creative/Art Direction of the YouTube team, Web/Mobile Application team, Video-production and SMM teams.

Lots & lots of Templates for everyday streams, tournaments overviews, educational division and advertisement wing.

Restrictions

Not to use Knight figure in Identity Design, and Chess.com, Chess24 or Lichess color schemes.

Introduction

After three moves, there are over nine million possible positions on each side. An American mathematician calculated the minimum number of non-repeating chess games and deduced the Shannon number. According to this number, the number of possible unique batches exceeds the number of atoms in the visible universe.
The Shannon number is the estimated minimum number of non-repeating chess games, calculated in 1950 by Claude Shannon. Is approximately 10120.
 
The calculation was based on the assumption that each game lasts an average of 40 moves and on each move the player makes a choice of an average of 30 options.

 

For comparison, the number of atoms in the observable Universe is, according to various estimates, from 4⋅1079 to 1081, that is, 1040 times less than the Shannon number.
1.1. Chess board.

Starting point in work
on corporate identity.
1.2. Basic shape on the plane.

Graphic representation of a chessboard,
a close-up of a single element taken,
a more abstract, concise and expressive form,
with an additional set of possibilities inside.

1.3. Miniatures.

Detailed images in miniature versions
look noisier and harder to see.

A set with the self-similarity property

In the logo, we aim to illustrate the story of the many non-repeating chess games, and keep the rhyme with the chessboard.

If we build a flat base shape in 3D space, then our object will look the same from all sides.

It is a kind of endless 3D compass. Fractal motif. Chess quant. Unobtrusive rhyme with tournament standings.

A clear and understandable structure at the beginning allows for endless nesting within the brand sign in further use.

1.4. Basic shape as a 3D object

From simple to complex

Step by step dividing the individual fields of the base form, we can get a large number of variations within the sign.

1.5. Fractal dimensions
Examples of the construction of Sierpinski's napkins and carpets
(right: the fourth generation of prefractals).
1.6. Set of elements
by degree of division.
The logo on the plane consists of 13 squares and is symmetrical. Each of the squares can be filled with a solid color, but can be filled with a checkerboard grid of different fractions, and change the overall pattern with different variations.
1.6.1. Division examples of varying complexity.
1.6.2.
1.6.3.
1.6.4.
1.8. Several color variations
and different patterns.

Further explorations

Each option has great potential of development and diversity.
All options have a stable base.

You can develop any of the directions. It is not necessary to use all the possibilities of this form, can be limited to suitable iterations.

Typography

1.7.1. Basic seed of logotype
monochrome version.
1.7.2. Neue Haas Grotesk font.

Helvetica + Roboto + PT Serif

1.7.3. Compilation of one paid and two free fonts.
NeueHaas Grotesk Bold(Helvetica) is used in the logo, and in large, more often printed headlines. Roboto Regular for extra text along with large headers and for the main typesetting text. PT Serif Regular for headings in text.​
Levitov_fonts_1_big
1.7.4. NeueHaas Grotesk Bold,
Roboto Regular, PT Serif Regular.

Restricted color schemes

1.8.5. Primary colors of other
chess community representatives.

Pattern as Perfect Guidelines
for any occasions

Randomly generated brand pattern can be used as a grid for any kind of layout.

Varying grid scale, seed, color scheme we will get infinite variations of background or foreground image which also can be used as grid with simple set of visual rules for further layout.

2.1 Pattern generated and rendered using simple script in 3D software
2.2 Christmas Cup transformation of logotype and pattern.
2.3 Champion chess tour / Profiles templates quickly designed using grid of pattern.
2.3.2 Champion chess tour / Profiles
2.4 Dubai 2021 Tournament
2.5 Pattern as infinite grid for layouts

Animation capabilities

Randomly generated brand pattern can be used as a grid for any kind of layout.

Varying grid scale, seed, color scheme we will get infinite variations of background or foreground image which also can be used as grid with simple set of visual rules for further layout.

3 Logotype having fun.
Pararmetric animation
automated in SideFX Houdini.

Examples of printed materials and merch

1.9.1. An example of an advertising billboard.
1.9.2. Billboard with a variation of the corporate pattern.
1.9.3. Catalogue example.
1.9.4. T-shirt print.

Corporate Pattern having fun

2.1. Pattern example.
3.2. An example of a cup, or other branded souvenir.
3.3. Interactive element
Use the mouse buttons to rotate the object.
Free rotation - hold down the left button and rotate,
double auto-rotation - right click.
Use combo: right click + rotation by left click.
I love chess for its logic.
(Efim Bogolyubov)
I love chess for its illogicality.
(Savely Tartakover)
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