David Villafranca
Los Angeles (USA) (EFE).- Timeless but customizable. Recognizable but unique. Unique but diverse. This is the new brand of the FIFA World Cup, an innovative showcase with which the highest soccer body radically changes its image for the 2026 edition and also for future tournaments.
Some of the most important authorities and figures in the world of soccer climbed to the iconic Griffith Observatory, probably the place from which the immensity of Los Angeles is best contemplated from on high.
In front was Gianni Infantino, president of FIFA, but legends of the ball such as the Brazilian Ronaldo were also seen.
Qatar 2022 seems like it was yesterday, but the 2026 World Cup in the US, Mexico and Canada is just around the corner and at that event in the Californian city, FIFA presented the official brand and logo of the next Cup of the World, which will also be the base around which the brand image of the next editions will be developed.
Two elements star in this new design: the World Cup trophy and the year of the tournament (2026 in this case).
The first thing we wanted was to bring the FIFA World Cup trophy to the front row of our brand,” a spokesman for the highest soccer body explained to Efe, noting that they wanted to give wings to one of the most recognizable awards on the planet “more than focus” on a single host or country.
“Second, we wanted to create a branding system for future tournaments. Something that can live beyond this event (…). And lastly, we wanted to do something unforgettable,” he added.
The key to this new design is in the game of contrasts.
Thus, FIFA was looking for something that was timeless and permanent but also unique and customizable; that it was attractive for young people but also suggestive for classic and veteran fans; and that it would be very recognizable at a glance but also that it did not sin in uniform.
“In the past we have created brands that were visually rich and focused on the host country. People could immediately plunge into that country, at that time,” the FIFA spokesperson said.
“But we wanted to think differently and go forward to achieve something timeless,” he added.
As a pilot experience, the 2026 World Cup offers an excellent opportunity: a tournament in three different countries throughout North America and with no less than 16 venues for a record 48 teams (instead of the usual 32).
In this way, and with a logo template “clean, simple and the iconic trophy at its heart”, FIFA has collaborated with each of the 16 venues to create their own distinctive version.
One of the most recognizable and identifiable? The one in Toronto, which includes in its design the famous CN Tower that dominates the sky of the Canadian city.
“We work very closely with the cities to not only create a story, a mantra for each city, but also a palette that represents their DNA,” FIFA said.
“Through surveys and meetings with the cities, we developed a system that works as a whole and as unique expressions. We listened and responded with our expressions and created something that was truly contemporary and fresh.”
added.
At the bottom of this unique brand expression for each venue but under the same corporate umbrella is the notion of “diversity”, a fundamental pillar of the 2026 World Cup.
In this regard, FIFA took advantage of the event in Los Angeles to present the “WE ARE 26” campaign (“WE ARE 26”, in English), which Infantino defined as “a rallying cry” and which aims for the different communities to get fully involved and play a crucial role in the great football event.
“We are going to twin the world in 2026 on a scale that is unprecedented,” FIFA considered.
“Building an inclusive attitude into the design system allows us to express everyone: not just the city but, over time, communities, countries and many other exciting expressions that we have planned,” he closed.