From the second it starts until its final dramatic moments, each FIFA World Cup™ is encapsulated by its own specific identity, a unique image that is projected around the world. An essential component of this image is obviously the Official Emblem which forms the cornerstone of the event’s brand identity. For all those involved with the tournament in the years leading up to its launch it is also a unique reference point. From the fans to the commercial affiliates and every single piece of event merchandise, this emblem symbolises the association with football’s flagship event and lives on long after it is over, logged in the bank of memories of everyone involved. The winning nation’s especially.
The role of the Official Emblem is to provide a strong, visual representation of both the event and the host country. Though designing this can be a challenging task. As was the case at the start of the 2014 FIFA World Cup, when FIFA and the Brazil Local Organising Committee (LOC) had to consider how to characterise a nation as colourful and vibrant as Brazil – a country with a rich traditional cultural heritage, yet rapidly emerging as one of the world’s most modern and influential economies. (more…)