FIFA 2022 World Cup Bid Logo for Qatar – A vague message! |
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All eyes are on the 2018 and 2022 FIFA World Cup bidding process as a number of countries have proposed to host the competition. Among the 2022 World Cup biddings is Qatar, which recently had a new logo design created for its 2022 bid for the FIFA World Cup. The work was tasked to a prominent UK based branding and design consultancy, Lambie-Nairn. After having witnessed the best and worst of FIFA World Cup logos, this new brand identity provides a fresh and unique aspect to branding in sports. The work has made the shortlist into the corporate identity category of Cannes Lions 2010. |
Previous Bidding Logo:The new identity system is a logo redesign of the previously used World Cup bidding logo. The previous logo design featured 32 pentagons, which represented the qualifying nations spiraling toward a football at the center. Branding agency FutureBrand was behind the previous bidding logo, made in May 2009. |
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Idea behind the new Logo:The new identity draws inspiration from the youthful enthusiasm of the Arab state and the fervor and energy of football. The all-embracing identity includes a collection of bold football illustrations, dynamic photographs, personalized calligraphy, a newly custom-built font and a host of colors and textures that standout both on-screen and in print. |
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Christian Schroeder, CEO of Lambie-Nairn, said:
“In order to generate the support required for a successful bid, the brand needs to communicate these unique benefits on a national Qatari level to generate support. On a regional level, it needs to secure the backing of its neighbors in an underdeveloped football region, and perhaps most importantly, providing FIFA with the opportunity of continuing its strategy of bringing the World Cup to the world” |
| If chosen, Qatar would become the first Middle Eastern nation, high with World Cup fever, to host the coveted event. It sets out to be a completely new type of World Cup; compact to the advantage of the fans and the environment, tailored to the interests of the teams and the pledge to build a strong legacy for football in the region. |
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Is it really that good?
A strong brand identity with an effective logo is essential in making an impact on the World Cup bidding process. But do you think that the new commissioned Arabic font used in the logo design is appropriate, considering most cannot decipher what it means? |
