Judit Polgár

Brand Design
The goal of the Global Chess Festival is to showcase the 1000 faces of chess. Our aim is that by 2025, 5 million people will join and share in the joy of chess on a specific day. *Chess Connects Us.*
Industry experience
Global Chess Festival (+15 years)
Services
Brand Design
Communication
Industry experience
Global Chess Festival (+15 years)
Services
Brand Design
Communication
Date
2024

The story

When the Aquaprofit-Polgár Chess Festival launched in 2007, it was driven by the same idea: to enable as many people as possible to experience and feel the joy of chess as a game and a sport firsthand. The aim was to create a day when chess lovers and those who recognize its importance across the world could share in the unique experience that chess offers. Over the years, the chess festival, which now attracts thousands of visitors, has grown into a truly international event. With its vibrant, all-day family programs, the Global Chess Festival offers exceptional opportunities for both young and old to explore a world where chess is a common language, a bridge connecting across time and space.

The details

The diverse family and children’s programs introduce participants to the worlds of chess, art, sport, and play. Children, parents, and grandparents alike can enjoy unforgettable fun while learning about the developmental benefits of chess and the importance of strategic and creative thinking. The annual event features a variety of engaging programs and welcomes renowned guests from both the national and international scenes, whose achievements in sports or other fields serve as examples of how hard work, dedication, and confidence lead to success. The creator and chief organizer of the festival is Judit Polgár, the best female chess player of all time, who led the world rankings for 26 years and firmly believes that “Thinking and creating is good, and chess can make life more fulfilling.”

The Global Chess Festival, founded by Judit Polgár, celebrated its 10th anniversary in 2024. For nearly 15 years, Judit has entrusted our company with various visual designs. The predecessor of the GCF, which we also supported for about five years, was the Polgár Chess Festival. However, in 2014, Judit dared to dream even bigger: she expanded the local Hungarian festival to an international level.

She launched a movement, which we considered a brand at the time: *1000 Faces of Chess*.

The first logo was designed to represent this movement, symbolizing change and the opening to the international stage. This marked the beginning of the idea for an “International Chess Day,” a day when everyone plays chess and celebrates this beautiful sport. *1000 Faces of Chess* evolved over the years into the slogan *#Chess Connects Us*, and the initial logo with 1000 faces transformed into a pixelated circle symbolizing the Earth. Over time, this circle became more focused, appearing annually with fewer squares but retaining the same essence.

We transformed Zsófia Polgár’s drawings into the festival’s set of chess figures, maintaining the playfulness that reflects chess education and chess-based developmental pedagogy, which is the primary mission of the Judit Polgár Foundation, alongside promoting chess. Thus, the GCF’s visual identity is both refined and playful, as it is aimed at children and families.

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