The Brand

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.

Flying High

The Official Emblem is inspired by the vibrant colours of Brazil's flag and the country's abundant nature.

Official Emblem

The result of a collaborative design effort between the team members of the Local Organising Committee (LOC) and FIFA, with the support of external design experts, the Official Emblem is a stylised interpretation of Brazil's national bird, the Rufous-Bellied Thrush (Sabia-Laranjeira). 

The colouring of the bird is inspired by Brazil's national flag, while simultaneously showcases the country's abundant fauna. The lightness of the bird's flight symbolically reflects the warm, hospitable nature of the Brazilian people and acts as a reminder of their national pride. In a pre-tournament survey carried out by FIFA, the Official Emblem for the FIFA Confederations Cup demonstrated an awareness of 77%.

Meet the Mascot

Out and about with everybody's favourite three-banded armadillo, Fuleco.

Name: Fuleco
Date of Birth: 1 January 2000
Nationality: Brazilian
Profession: Official Mascot
Species: Three-Banded Armadillo (Tolypeutes tricinctus)
Unusual markings: Blue, football-shaped shell
Favourite move: 'Armadillo Roll'
Hobbies: Travelling the country and meeting people!
Facebook: 2014Fuleco
Twitter: @2014Fuleco
Web: mascot.fifa.com

 

Designer: Fritz Jucker, Zurich, Switzerland
Manufacturer: Europokal, Volketswil/Switzerland Schumacher Goldschmied, Buelach/Switzerland
Year of design: 1997
Material: Bronze, gold-plated, base: lapis lazuli, and ebony
Weight: 8.6 kg
Height: 40.0 cm
Base diameter: 16.0 cm
Widest point: 16.0 cm

 

Brand Tracker

The third wave of FIFA's Brand Tracker report, a nationally representative study carried out in Brazil in April 2013, revealed some huge increases in awareness figures surrounding the FIFA Confederations Cup.

Improved awareness of the Official Emblem, for instance, leapt from 68% to 77%.

Helping prove that the FIFA Brand assets continue to thrive in Brazil, meanwhile, the overall awareness figure surrounding the 'Festival of Champions' came in at a whopping 96%.