FIFA World Cup Brand Elements and Local Inspirations, p. 174-184

Pawel Waszka

The Fédération Internationale de Football Association (FIFA) unveiled a brand new logo for the upcoming 2014 FIFA World Cup Brazil on July 8, 2010 (“Official Emblem,” n.d.). The Official Emblem of the 2014 FIFA World Cup, called Inspiration, features three victorious hands together raising the World Cup Trophy. Yellow and green are Brazilian colors and they dominate the design. The words 2014 FIFA World Cup Brasil complement the picture (see Figure 1). The official launch took place in Johannesburg, South Africa, three days before the final match of the 2010 FIFA World Cup. This high profile event drew 500 guests, including international media, who were treated to an hour-long show featuring Brazilian celebrities and artists. The star of the night, though, was the new Official Emblem designed by Brazilian agency Africa, which was chosen from the pool of 25 designs presented to FIFA by 25 Brazilian-based agencies.