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Fifa logo9/18/2023 ![]() ![]() The visuals for the World Cup were no longer just logos, but a range of different advertising media. Kinetics conceptually extends the logo to consider movement, it brings the brand to life through motion. From 2002 onwards the trophy design plays a cameo in all FIFA World Cup logos despite not being made a compulsory element until 2014.īrazil 2014 was the first World Cup logo designed with kinetics in mind. It was thought to be one of the most strategically designed World Cup logos to date as it was built according to the artistic traditions and principles of both countries – harmony, asymmetry and dynamism. Instead of including a graphic football and the colours of the host nation, the logo included a depiction of the trophy. The 2002 Korea/Japan World Cup logo was described as more ‘with the times’ following the turn of the millennium. The trophy remains the same to this day and is the design that must be included in every logo. It was the only logo to feature the Jules Rimet cup before its redesign in 1974. It was also the most quintessentially British logo possible with the union jack and three lions taking pride of place. Minimalistic designs were continued for many World Cups to follow.Įngland 1966 was the first World Cup logo to feature the trophy within the design. The 1958 logo still pays homage to simplistic design but sticks within the comfort zone of previously successful visuals. With this design technique still being new, for the following World Cup Sweden decided to backtrack to a poster style logo, albeit with some liberties. The Switzerland 1954 World Cup logo was way ahead of its time, already trialing a minimalistic approach. They were illustrative and clearly displayed the country’s characteristics allowing the audience to truly understand the origin of the hosting country. Pre-1970 the visuals were more pictorial than graphic which allowed them to adopt traditional logo stereotypes. When revisiting the logos and comparing them to the years they were created, the design mimics the trends of the time fairly well. However, this decision does keep brand consistency and demonstrates the evolution from the World Cup being culturally centric to delivering the same identity and values every time, despite the location. Though this does not directly eliminate any cultural references, it does perhaps limit creativity. Any future logos must include an abstract interpretation of the trophy somewhere within its design. In 2014, FIFA created new regulations and standards for the World Cup logo. From España 82 to France 1998, this design technique became a consistent asset. However, designers begin to adopt the colours of the host nation’s flag. ![]() The same simplicity is shown in the 1978 Argentina logo. Nothing suggested Germany as the host country aside from the letters WM which is an abbreviation for ‘Weltmeisterschaft’ translating to World Cup. The absence of culture is sustained in the 1974 German World Cup, a logo in single colour too. It’s the first truly stripped-down logo, which includes an abstract football – a graphic device which will be used for future tournaments. The 1970 World Cup in Mexico marks a dramatic shift in approach, with an official logo identity developed for each tournament. This was supported with text – usually translating to ‘World Football Championships’ – in the native language of the country. The posters for the World Cups between 1930-1966 were the most expressive, usually depicting players, some cultural aspects of the host nation, as well as the colours of the participating countries flag. Hosting the World Cup enables countries to educate a wider audience on their culture and what characteristics they hold, but in more recent logos this is only subtly conveyed. World Cup branding: from illustrative to brand consistency The host country was still involved, and since then the design process has been a joint project, usually involving FIFA in-house designers and other exterior agencies of the host country. Between 1954–1966, the host countries had complete control over their tournaments visual identity and how this was portrayed to audiences.Īfter the 1970 tournament, FIFA began to take more control over the marketing and adopted a brand identity for World Cups.
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