Duong Le
Magnus chessboard.jpg

Magnus Chess Academy

Magnus Chess Academy / Branding Identity
Client Work


After getting acquired by the world chess champion Magnus Carlsen, Magnus Chess Academy needs a new visual identity that appeals to younger kids (primarily 1st-3rd grade) with a look and feels that focuses on fun and play.

The logo design references the knight piece within the letter “S”. With bright, contrasting colors and chunky fonts, the logo has a fun, playful, and exciting vibe. The gaming app aesthetic will appeal to kids from beginning to advanced levels. The purple and orange primary colors, followed by vibrant gradient, yellow and cyan secondary colors give Magnus Academy a youthful, gender-neutral quality to its palette.

Graphic Designer: Duong Le
Creative Director: Allyson Paisley
Agency: DNA Seattle
Client: Magnus Play Group

Magnus Chess Academy

Play Magnus Group / Branding Identity

After getting acquired by the world chess champion Magnus Carlsen in 2021, Magnus Chess Academy needs a new visual identity that appeals to younger kids (primarily 1st-3rd grade) with a look and feel that focuses on fun and play. The logo features a knight chess piece within the letter “S,” symbolizing strategy and play. Bold fonts and bright colors give it a fun, game-like vibe, appealing to kids of all levels. A palette of purple, orange, yellow, and cyan adds a youthful, gender-neutral feel.

Logo

Merch

Creative Director, Allyson Paisley
Art Director & Designer, Duong Le