In order to deliver truly memorable events, FIFA consistently develops unique and distinctive event brands. These brands form the visual identity of each and every FIFA event, creating a fitting look and feel and contributing to the fan experience before and during the tournament, both inside and outside the stadiums.
FIFA’s Brand Management team is responsible for the development, implementation and marketing of these brands which include the official trophy, an Official Emblem, Official Slogan, Official Look & Feel, Official Mascot, Official Poster and Host City posters. Some of these assets are explained in more detail below.
Each FIFA competition has its own unique trophy, which is the prize that all participating teams strive to win and hope of lifting at the award ceremony after the final game.
Arguably the most famous of all sporting prizes – and certainly the most renowned of FIFA’s event trophies – is the FIFA World Cup Trophy. It has come to represent the FIFA values of unity, integrity, authenticity and performance and can truly claim to hold “universal appeal”.
The current FIFA World Cup Trophy was first presented at the 1974 FIFA World Cup™ after the previous tournament trophy, the Jules Rimet Cup, had been permanently awarded to Brazil for their historic third FIFA World Cup victory four years earlier. That rule does not apply to the new FIFA World Cup Trophy, which will always remain in FIFA’s possession.
The original FIFA World Cup Trophy can only be seen on very special occasions, such as the Final Draw, the Opening and Closing ceremonies and the Final Award ceremony, as well as the FIFA World Cup Trophy Tours. The winners of each FIFA World Cup™ are presented with the original solid-gold prize during the award ceremony and later receive the ‘Winner’s Trophy’, which they get to keep, and which is engraved with the details of the tournament and the winning team.
Crafted by the Italian artist Silvio Gazzaniga in 1972, the original FIFA World Cup Trophy is 36.8cm (14.5 inches) tall, weighs 6,175g (13.61 pounds), and is made of 18-carat gold. The base contains two layers of semi-precious malachite while the underside of the trophy is engraved with the year and winner of each FIFA World Cup™ since 1974.
The event logo, also referred to as ‘the Official Emblem’, is the primary and key visual communicator of every FIFA event, and is always designed to be instantly recognisable and inspirational. To make its tournament trophies more recognisable, FIFA incorporates the silhouette of the event trophy as a design feature to convey the spirit and dynamism of football together with the characteristics of the host country. The FIFA wordmark sits within the base of the trophy while the wording is centrally aligned under the silhouette. The result is a combination of consistent FIFA brand recognition along with a customised design that is unique to the event.
Official Look & Feel
The Official Look & Feel further extends the visual identity of the FIFA event beyond the Official Emblem. This common visual language enables the event organisers and all stakeholders to maintain a consistent visual “feel” in all tournament-related activities and campaigns. From stadium and city decoration to print publications, online platforms and so much more, the look creates an instant association with the event in people’s minds. The Official Look created for each event attempts to reflect the characteristics of the host country and portray the key values and messages of the tournament.
Official Mascots have come to play an increasingly important role in the FIFA World Cup™ as they represent the fun side of the event. Cast as a variety of animals, fruit, vegetables and children (plus one or two abstract characters), their infectiously positive attitudes have added to the atmosphere in the lead-up to, and during the course of, each competition in their own unique way.
Official Mascots not only serve to promote the event and entertain the crowd in the stadium, but also become worldwide “celebrities” through their presence as cartoon figures, promotional and advertising icons, in TV performances, music entertainment, toy production, merchandise and much more.
The most recent FIFA World Cup Mascot was Fuleco™, the three-banded Brazilian armadillo who quickly became one of the stars of the 2014 FIFA World Cup Brazil™ with a 99% awareness rate in Brazil following the tournament.
With their bright, vibrant and celebratory designs, Official Posters allow events to take a more tangible and identifiable form and have become genuine historic collectors’ items. A good example of the historical context and relevance associated with this brand is the Official Poster for the 2014 FIFA World Cup™. Portraying the shape of Brazil through the legs of two competing football players, the Official Poster was a symbolic representation of the place that football has at the heart of Brazilian culture.