For over a century, FIFA’s visual brand has continuously evolved to reflect its global mission and communicate the development and achievements of the organisation. This evolution has been driven by the continually changing role that football plays in our world, both in terms of exciting and bringing people together and changing lives for the better.
The FIFA corporate brand is epitomised by our claim “For the Game. For the World”, while all of the programmes and activities undertaken by FIFA fall under one of the three pillars of our mission. These can include organising referee coaching courses to “develop the game”, “touching the world” by staging the world’s biggest single-sport event (the FIFA World Cup™), or helping to “build a better future” through one of FIFA’s many social development initiatives.
It is FIFA Marketing’s responsibility to give the FIFA brand a visual identity – a “face” for the FIFA brand – that is instantly recognisable in all corners of the world and can be seen as a stamp of authenticity and credibility for the programmes and initiatives that it represents, whether on a pitchside advertising board at a FIFA World Cup™ match or on a coaching manual handed out at a development course.
FIFA’s Brand Management team is responsible for the development and implementation of FIFA’s visual brand identity, which is centred around two key elements:
1. The FIFA wordmark
The FIFA wordmark appears on all FIFA-endorsed items. Ranging from an item of official event merchandise to a backdrop onstage at the FIFA Ballon d’Or, the wordmark can be seen and associated with all of the activities and events that FIFA arranges all over the world.
2. FIFA corporate design
FIFA’s corporate design was created to give FIFA a consistent visual brand, particularly for written and on-screen materials. Our visual identity represents FIFA’s ability to see how football affects professionals and communities at all levels of the game.
For more information on the FIFA wordmark and corporate design, please take a look at “The FIFA corporate mark”.
FIFA and the FIFA brand are most prominent during events. For more information on this, please visit “FIFA’s event brands”.