Cracovia Chess

The Cracovia Chess International Festival is one of the most renowned and prestigious chess events in Poland, held annually for over thirty years. The 35th edition took place in Kraków from December 27, 2024, to January 4, 2025, bringing together hundreds of players from around the world — from amateurs to professionals.

The festival stands out for combining competitive sports with international community building and the promotion of Kraków as a European hub for culture and education. The event was held under the patronage of the City of Kraków, the Małopolska Chess Association, and numerous private partners.

The project brief called for the development of a refreshed, modern, and professional visual identity that would reflect the event’s prestige and rich history.

This was not a completely new branding effort, but rather a rebranding — the challenge lay in creating something fresh and contemporary while preserving a sense of continuity with the previous design. It was crucial to design a brand system that would be recognizable and consistent across all formats — from print to digital channels, and from participant materials to large-scale venue branding. Particular attention had to be paid to information hierarchy, sponsor visibility, and flexible adaptation across different formats and contexts.

The visual identity was built around a custom-designed logo — a chess-themed dragon, rendered in a modernized style, composed of stylized chess pieces and a checkerboard pattern. This key symbol pays homage to the previous version of the identity, while also referencing both Kraków’s coat of arms and the royal game. The color scheme, combining deep navy blue with shades of turquoise, evokes elegance and focus, resonating with the strategic nature of the tournament. Graphic elements such as a knight’s helmet, chess silhouettes, and subtle board textures reinforced the narrative of tactical thinking and rivalry.

The branding suite included everything from roll-ups and display walls to informational brochures and double-sided lanyards featuring full branding and web/social media addresses. All materials maintained a coherent visual language that adapted seamlessly to their specific functions.