Pentagram has designed a new identity for the World Chess Championship. Rather than conceive of the logo as a flat mark or as a computer-generated 3D object, the icon creates a three-dimensional illusion through Escher-like geometric simplicity. Says Pentagram partner Naresh Ramchandani, "We wanted to create a chess world made out of a 3-D chessboard that could elevate the game rather than simply represent it—a symbol that asks people to re-evaluate chess and think about it."