Look: World Chess Championship unveils NSFW logo

The World Chess Championship has unveiled the logo for its 2018 tournament in London, which organizers are calling "controversial and trendy, just like the host city."

(Courtesy: World Chess Championship)

The sexually suggestive design has elicited some strong responses from the chess world, particularly British grandmaster Nigel Shor, who tweeted that the logo is "perhaps suggesting that they are giving the chess world a good f-----."

Malcolm Pein, international director of the English Chess Federation, told The Telegraph's Leon Watson, "I rather like it. It reminds me of the logo created when I was involved in using chess to market a Viagra competitor - I kid you not - it was called Uprima."