Competition notation boards and brand identity
Visual Identity, Branding, Motion, Interactive Design, Product Design
Music Credit: Sky and Soul by Creo
Chess, a centuries-old tabletop game, continues to thrive as one of the most active competitive scenes worldwide. In the 21st century, web-based applications provide players with powerful tools to improve their skills. However, playing the game at in-person settings presents challenges to studying.
Problem
How may we create a more seamless learning experience for competitive chess players?
The Queenside notation chess boards and app provide players with a seamless way to record and review in-person matches. Queenside’s flagship board, the Series 1 Notator, strikes a balance between portability and scale, featuring a magnetic design that folds, connects, and securely stores pieces. Additional models, the Series 1 Motile Notator and the Series 1 Grand Notator, cater specifically to portability and larger-scale play, respectively. Each notation board operates via Bluetooth, automatically sensing piece movements and recording matches for later review, computer analysis, and note-taking within the player’s app database.
Modeled and Rendered in Blender
Digital Game
Review your games anytime, anywhere with the Queenside mobile and web apps. Whether you're hosting or joining matches, managing your personal game archive, or customizing your account and boards, Queenside offers a seamless experience across devices. Games saved to the Queenside cloud can be accessed through the expanded web interface, which includes note-taking tools and in-depth analysis features for deeper review and reflection.
On the Chess Scene
Before diving into app design, it was crucial to analyze the existing electronic tools available to players to understand the feaures players enjoy and to best optimize interface layout.
Digital Assets
A key priority in the design process was ensuring clear and distinguishable piece icons against the virtual board. To achieve this, white/black borders were added to improve visibility and contrast. Default profile picture options were also made based on the piece designs.
Improved User Experience
The initial app greyboxing established the user flow but required further refinement to optimize virtual board visibility and feature placement. To enhance cohesion across a player’s competitive platforms, the app integrates with existing chess services like Chess.com, allowing users to display their ratings and accomplishments. Research also showed that players who are serious about reviewing their games often prefer a larger interface for studying. To accommodate this, the app’s cloud feature allows users to access their game database through the Queenside website.
Final App
The final app offers a simple, user-friendly interface for managing account settings, connecting to boards, and reviewing match history. A seamless transition between pre-match, mid-match, and post-match phases was a top priority. To start a game, the host simply double-taps their queen piece, signaling the selected sides and initiating play.
Branding
Bridging physical and digital realms, the Queenside brand identity creates a cohesive and competitive experience. Drawing directly from the game’s visual and thematic language, the branding builds intrigue and confidence while maintaining a clear connection to chess. The logo, color palette, and typography are designed for versatility, ensuring consistency and impact across both print and digital platforms.
Rooted in Terminology
‘Queenside’ is an official chess term referring to the side of the board where both queens begin the game. Strategically, this side is known for counterbalancing plays made on the kingside, offering opportunities for long-term planning, indirect strength, and subtle, complex strategies. The use of the term highlights the dual nature of the game and reflects the company’s aim to inspire flexibility, depth, and creative possibility through its products—much like the queenside enables in play.
The Logo
Given chess’s long-standing history, the Queenside product line needed to convey a fresh, technological edge. Various stylistic directions were explored for the logotype, but the final choice was Gravesend, a typeface designed by Rian Hughes. Selected for its elegant, contemporary appearance and low thick/thin contrast, Gravesend balances tradition with modernity.
To emphasize the dual nature of chess, achieving a sense of balance was a key goal in the brand identity. This concept is reinforced by the logomark—two adjacent squares—creating a simple yet effective visual representation of the game.
Packaging
Sleek, modern, and tech-forward—Queenside packaging is designed to inspire confidence at first glance. With a fresh take on a classic game, each package highlights the innovative possibilities unlocked by the product line, while emphasizing the unique features that distinguish every board.
Early Ideation
Several design directions were explored during the packaging process to bring a sense of freshness and modernity to the game. Each approach focused on showcasing the boards in poses that highlight their key features while minimizing distractions.
An early concept featured the queen piece’s iconic silhouette as a divider between image and color field, creating a striking visual identity. However, this approach proved less adaptable to varying dimensions. To better accommodate square dimensions and improve responsiveness, the final packaging was redesigned to give each product more visual presence. The result strikes a deliberate balance between contemporary style and classic sophistication—capturing a sense of innovation while honoring the game’s rich history.
Marketing
Queenside celebrates the timeless appeal of chess and the competitive spirit that drives its players. Designed for passionate enthusiasts, the platform not only supports skill-building but also embraces the game’s social potential—encouraging face-to-face competition and meaningful connection through play.
Bridging the Gap
Queenside’s core concept bridges physical and digital platforms, making it essential to highlight this relationship in its marketing strategy. To promote the brand effectively, a mix of print and digital media was utilized.
Social Media
Despite its centuries-old history, chess maintains a vibrant, multi-generational community. With a focus on innovation and fostering healthy competition, establishing a strong social media presence was a key priority for Queenside.
Outcome
Competition fosters growth, brings people together, and inspires personal development. Queenside’s mission is to enhance the joy and tradition of chess by integrating contemporary technology into the timeless game. While modern advancements make it easier than ever to stay connected across distances, Queenside believes that in-person interactions are just as vital. By bridging the gap between digital and physical play, Queenside hopes to inspire players to build stronger, real-world communities.