FIDE decided to hire the services of Morillas, a Spanish international agency founded in 1962 that has worked with sport stars and brands such as Leo Messi, Davis Cup, FC Barcelona, and Nike Spain. From Chess website fide.com:
“Developing a strong brand for an event like the FIDE World Championship match can help build credibility, engagement, recognition, and support. This will benefit not only the event, but FIDE in general, and chess as a whole”, said FIDE Chief Marketing and Communications Officer David Llada, who oversaw the creative process.
Event branding and design create the look and feel of an event. This comprises printed materials, signage and structural elements, video, digital assets, and sonic branding. In the case of a world championship match, even the smallest elements, like the scoresheets, are branded.
The agency chose to work with Apoc for the titles and headings, alongside Aktiv Grotesk for the text and further informations. The designers selected several of Apoc’s alternate lettershapes – see for example the R, B and the italic Y in the slogan (“You are your best move”); The E in “ARE” can be found in Apoc’s expressive Revelations style.