LSU Chess
The complete branding for the Loughborough Student Union Chess Society. Aiming to refresh the brand, give a new stylised look compared to competitor societies all whilst giving a platform to the content of the society.
Logo
Social media
Branding
Aims
Refresh the brand. Make it simple yet refined. Have it stand out against the competition, with branding that sets it apart from other societies and universities.
Insight
Many society logos are neutral in colour and recreational. Often, they fail to take a brand in a direction that is classy yet bold with its choices.
Solution
A rebrand that makes LSU Chess professional and minimal to let the content of the society speak loudly, whilst avoiding over-the-top graphics.
Branding choices
Chess at it's core is a game consisting of two colours, these originally being black and white. To create a new look for the society, this rebrand reimagines these core colours while keeping the professionalism and cleanliness of the game of chess.
I used Neue Hass Grotesk typeface for this project, as it is a sophisticated sans serif with a premium structured feel. The thicker and thinner font variations allow LSU Chess to have an impact in uppercase whilst being readable in lowercase.
LSU Chess
The complete branding for the Loughborough Student Union Chess Society. Aiming to refresh the brand, give a new stylised look compared to competitor societies all whilst giving a platform to the content of the society.
Logo
Social media
Branding
Aims
Refresh the brand. Make it simple yet refined. Have it stand out against the competition, with branding that sets it apart from other societies and universities.
Insight
Many society logos are neutral in colour and recreational. Often, they fail to take a brand in a direction that is classy yet bold with its choices.
Solution
A rebrand that makes LSU Chess professional and minimal to let the content of the society speak loudly, whilst avoiding over-the-top graphics.
Branding choices
Chess at it's core is a game consisting of two colours, these originally being black and white. To create a new look for the society, this rebrand reimagines these core colours while keeping the professionalism and cleanliness of the game of chess.
I used Neue Hass Grotesk typeface for this project, as it is a sophisticated sans serif with a premium structured feel. The thicker and thinner font variations allow LSU Chess to have an impact in uppercase whilst being readable in lowercase.
