World Chess Rebranding

A colleague sent me a link about the rebranding of World Chess. Andrew Paulson, founder and director of Agon, who bought the rights to the World Chess Championship, engaged the services of design agency Pentagram to create a new identity for World Chess.

There are a couple of relevant articles on the ChessBase site:

• Agon appoints Pentagram to reposition chess for the world stage
• Istanbul: Press conference with Andrew Paulson

The results of the rebranding, which my colleague pointed me to, can be found here.

What do club members think? Is this a worthwhile exercise, or is it the London 2012 logo?