WHAT'S IN A LOOK
The Official Look is a vital ingredient in the make-up of the overall brand and look and feel of these two big events in Brazil.
The preparation for the staging of the 2014 FIFA World Cup™ began many years ago, well in advance of the event and included the creation of a unique 2014 FIFA World Cup Brazil™ brand – of which the FIFA Confederations Cup Brazil 2013 was also a fundamental part.
The Official Look is a vital to the look and feel of the event, and underlines the elements of fun, celebration and originality.
Visually linking all parts of the journey between the FIFA Confederations Cup Brazil 2013 and the 2014 FIFA World Cup Brazil™, the Official Look tells the story in print and broadcast media as well as throughout each Host City and the stadium dressing.
The Official Look programme developed for the 2014 FIFA World Cup™ was scheduled for a staggered release. The look has gradually evolved and become more colourful, manifold and vibrant as we draw closer to the main event.
The first stage of the Official Look was launched in October 2010 and the evolution continued with a major unveiling in February 2012 ahead of the FIFA Confederations Cup Brazil 2013 in June.
The final stage of the Official Look, at which point the visual identity reached its climax, started to appear in public in the second half of 2013 as the football world began to think about a return to Brazil next June for the greatest show on Earth.