Internet Chess Club (ICC) was the first place where online chess was played in the '90s. Thanks to pioneers, the spirit of street chess from Washington Square Park was brought to the web —and anyone was welcome. At the time, it wasn’t clear that an online game server needed a brand. Without a business vision, ICC was eventually overtaken by newer competitors.

What ICC lacked in consistency, it made up for in the hearts and minds of generations of players who grew up with the platform. To square up to the competitive edge of newer platforms, ICC needed to zoom in on its formula: focusing on scholastic chess and training the future masters through simpler games or offering tools for teachers. Our graphic solution stems from ICC’s own history. Some of its founders referred to their amateur ethos and community-driven approach as the reason they couldn’t compete with larger platforms, coining the phrase: “We are the scouts of online chess.”

In every challenge, there is an opportunity. We created a dynamic visual language inspired by the badges of the scout movement, using a two-by-two grid that linked chess with new digital codes. Its versatility as an identity allowed for various brand expressions, both for gamifying training and growing through merchandising or physical applications for live tournaments. We also contributed to the redesign of the game interface, introducing more digital tones and defined shapes to carry the new identity to the gameplay interface. A Grotesque typography and its contrasts create an appealing look & feel for younger users while maintaining seriousness for parents and coaches. In a nutshell: the new brand and user experience retain the open and community-driven spirit that has always characterized ICC.