Opinion BY Armin

Brazil Mishandles 2014 World Cup Logo

With the World Cup over and the sound of the vuvuzelas now just a distant echo, it’s only a matter of four years before the world becomes enthralled with futbol once again and for Americans to pretend they like it. In the meantime, we can all look forward to the 2014 FIFA World Cup in Brazil by enjoying the officially released emblem, designed by Brazilian agency Africa, after 25 agencies were invited to submit proposals and be judged by Brazilian Football Confederation chairman Ricardo Teixeira, FIFA executive secretary Jérôme Valcke, supermodel Gisele Bündchen, architect Oscar Niemeyer, writer Paulo Coelho, singer Ivete Sangalo, and designer Hans Donner. The logo was unveiled last week in Johannesburg.

The winning design was “Inspiration”, created by Brazilian agency Africa. The design stems from an iconic photograph of three victorious hands together raising the world’s most famous trophy. As well as depicting the humanitarian notion of hands interlinking, the portrayal of the hands is also symbolic of the yellow and green of Brazil warmly welcoming the world to their country.
— Press Release

Most commentary of the new logo has been negative since it was first “leaked” in late May after FIFA registered the logo with OHIM, the Trade Marks and Designs Registration Office of the European Union. Most critics are right in that the logo is crude in its execution, so I may one of the sole voices that finds something fresh about it, or at least the concept behind it. Building the trophy out of hands embracing it is a great depiction of the spirit of the World Cup, but the execution here is heavily lacking; the “style” is right, something natural and exaggerated, but it probably needs to be in the hands (pun!) of a more masterful illustrator. The same could be said of the “Brasil” lettering, it’s almost there but a little too unrefined.

However, if four years ago we had shown you the 2010 World Cup logo, everyone would have probably hated it, but after experiencing the contagious excitement of the World Cup, the logo becomes a representation of that and we forget how good or bad it may be in execution.

Thanks to Mauricio Fontinele for first tip.

sam’s comment is:

I love it, i just want to see it rendered better with more time spent on the spacing and styling of the hands….still, they’ve got 4 years to do it!

On Jul.14.2010 at 07:28 AM

Dale Campbell’s comment is:

I think the concept is there.

The execution is flat out horrible.

That’s it in a nutshell, really.

On Jul.14.2010 at 07:34 AM

Zanda’s comment is:

If you take a look at the committee you will realise why this is absolute rubbish: Ricardo Teixeira, FIFA executive secretary Jérôme Valcke, supermodel Gisele Bündchen, architect Oscar Niemeyer, writer Paulo Coelho, singer Ivete Sangalo, and designer Hans Donner.

Only one member out of six, Hans Donner, is maybe remotely qualified to do the judging.

Baaaaaaaaaaaaaaaaaaaaaaaaaad

On Jul.14.2010 at 07:45 AM

Everett’s comment is:

+1 Armin

The mark has been completely mangled to the point of it almost souring the very good concept. Hopefully in the redrawing, the base of the trophy will be slimmer and the 2014 will be moved elsewhere. The typography also needs some attention ,but not to the same degree as the trophy illustration.

I *really* want to see those hands become a pattern for a special 2014 FIFA ball.

On Jul.14.2010 at 07:48 AM

Marcos Benzi’s comment is:

As a native brazilian designer living in the US, I think Brazil could get something way better. I don’t know if you’ve heard, but, Gisele Bündchen (the supermodel, yes model, not Designer), and a group of other Brazilian celebrities ‘helped’ out to choose the logo. It is quite unbelievable, and very sad for Brazilian Design.

I’ve been receiving mails (hate ones) from all around the country, absolutely against the logo. I think this is a moment of real reflexion of Brazilian corporate identity designers. What should we do to manage this kind of, in my opinion,

I’ve received this by e-mail last week. I know it is a brazilian’s student work (maybe this should be posted to Brand New Classroom, for the appropriate criticism), not the best of the best, but I found it a very neat job, original, corporate, honest and brazilian - and better the Gisele’s choice.

Take a look:
http://zarp.blogspot.com/2008/11/copa-do-mundo-brasil-2014.html
http://www.youtube.com/watch?v=EF-1fg1f88k

and as we say in my motherland: maybe there is hope, a light in the end of the tunnel.

Go Knicks!

On Jul.14.2010 at 08:07 AM

Don Whelan’s comment is:

Iconic photograph and execution aside, doesn’t it seem a little odd that the symbol for the World Cup will be, essentially, a handball? Was Thierry Henry on the judging panel?

On Jul.14.2010 at 08:08 AM

cj’s comment is:

I actually like how it looks like it was cut out of flattened out playdoh. the only thing that really bothers me is the ridiculous treatment of the trademark/copyright logos. I sincerely hope they fix that.

On Jul.14.2010 at 08:12 AM

michael’s comment is:

Facepalm?

On Jul.14.2010 at 08:18 AM

Kaishin’s comment is:

I think this logo is the worst I have seen for a while. Here is my full opinion about it http://kaishinlab.com/2014-worldcup-logo/

On Jul.14.2010 at 08:20 AM

Edman’s comment is:

I wonder why there’s such an emphasis on the model being included in the panel, rather than pointing out that the judges consisted of two FIFA execs, a model, an architect, a writer, a singer, and a designer. It’s someone’s sad attempt at including a variety of artistic disciplines, when really, it should have been a panel of designers alongside those FIFA execs.

On Jul.14.2010 at 08:25 AM

Taiam Ebert’s comment is:

I’m a Brazilian and I’m ashamed about that logo. Dosen’t represent Brazil in any form, just because is green and yellow…?

As Alexandre Wollner (http://www.wollnerdesigno.com.br/) said “It’s a crap!”
http://terramagazine.terra.com.br/interna/0,,OI4553699-EI6583,00-Designer+critica+logo+da+Copa+E+uma+porcaria.html

To me, looks like we are ashamed…
http://noticias.r7.com/blogs/querido-leitor/files/2010/06/logocopachico.jpg

No further comments!

On Jul.14.2010 at 08:25 AM

buruno’s comment is:

@michael

Indeed.

On Jul.14.2010 at 08:25 AM

Tom Cox’s comment is:

I expected more from such a creative culture where the game is played so beautifully! That’s what happens with committees; they suck the life right out of the design process.

I agree with Don. It’s a handball.

Armin - do you have any pics of the other options?

On Jul.14.2010 at 08:25 AM

Dwayne’s comment is:

heh?? hands on a soccer ball? sounds like a bunch of yellow cards. this doesn’t make sense.

On Jul.14.2010 at 08:29 AM

Sam’s comment is:

Well SOMEBODY just found out where the gradient tool is!

On Jul.14.2010 at 08:32 AM

Travis Ludwig’s comment is:

Hate mail over a logo? We have gone too far. People need something constructive to occupy their time.

On Jul.14.2010 at 08:45 AM

cubecute’s comment is:

indeed @Sam.

“Dude, this mesh tool is DOPE!”

On Jul.14.2010 at 08:48 AM

Shannon Patrick’s comment is:

Hopefully this is refined over the next 4 years. I have more problems with the “Brasil” typography than the illustration, as the type looks like it was written by a six year old with a broken crayon. I also thing the icon is much more interesting in motion.

On Jul.14.2010 at 08:50 AM

Dave’s comment is:

I like the concept of the three hands coming together but I don’t like the execution. The “handball” is going to criticism I think the football lovers are going to be a bit confused by, and as an Irishman it’s a sore point.

On Jul.14.2010 at 08:54 AM

Bob Schuster’s comment is:

@dwayne-

You beat me to it. Though I was thinking this makes me feel more like a handball in your own penalty area… red card.

On Jul.14.2010 at 08:57 AM

Armando’s comment is:

Nothing new here. FIFA has a long history of terrible logos.

On Jul.14.2010 at 08:57 AM

Chris’s comment is:

As bad as the logo is—and it IS bad, make no mistake—the worst individual part by far is the comically, absurdly large Registered / Copyright marks.

Then again, FIFA has no problem with the similar blemish of bold Nike/Adidas/whoever marks ruining players’ kit, so perhaps we should not be surprised.

On Jul.14.2010 at 09:01 AM

Milos’s comment is:

I find it funny that a tournament, of a sport in which you’re ejected for using hands (unless you’re Thiery Henry ;) ), has a logo that is made almost exclusively out of hands. It’s like Brazil is hosting Handball or Volleyball tournaments. Other than that…it is a bit inventive - a symbol of Brazil is simply a statue that is given every 4 yours in different country?!?

On Jul.14.2010 at 09:09 AM

Milos’s comment is:

i meant uninventive^^

On Jul.14.2010 at 09:10 AM

Eric’s comment is:

This one goes beyond “loose” and ventures into “naive” territory. They should hand this sketch over to a professional now.

In some versions, like the one posted above, the “2014” is dwarfed by the ® and ©. Okay, I won’t steal your brilliant trademark.

On the FIFA site, it said that this winning design is titled “Inspiration.” Discuss…

On Jul.14.2010 at 09:17 AM

Mr. Kim’s comment is:

“…we forget how good or bad it may be in execution.”

I haven’t forgotten. In fact, every time I look at any of the FIFA logos I’m completely perplexed at how a huge important world event can have such poor visual standards.

If this project landed on my desk, I would work day and night for FREE in order to have bragging rights as creator of this high profile event. Hear that FIFA committee? I said for FREE!!

^_^

On Jul.14.2010 at 09:21 AM

Steven Armistice’s comment is:

Love the colours, and I do get it but I cannot see anything other than the below facepalm now:

http://mancunian.posterous.com/hey-guys-ive-come-up-with-this-great-logo-for

On Jul.14.2010 at 09:22 AM

Martin Boath’s comment is:

@Don Whelan & Tom Cox & dwayne & Bob Schuster

How on earth is this handball? Anyone with even a tertiary knowledge of football knows that this is a visual representation of the trophy itself, a trophy that includes a globe, not a ball. But I supposed ill-informed comment is becoming something of a calling card for this site…

It certainly is better than many of the World Cup’s recent logos (you’d have to go back to ’94 to find anything to argue about) so for that it should be applauded.

It’s far from brilliant but it’s fairly Brazilian-looking in its styling (though I’d have made the 2014 blue) and has a nice fluency and ease about it; it’s relaxed in a not-taking-itself-too-seriously-tie-loosened-top-button-undone kinda way that the increasingly corporate World Cup is needing.

I predict it will be a grower. The real key to its success will be its accompanying branding, like the 2012 Euros http://www.underconsideration.com/brandnew/archives/follow-up_uefa_euro2012.php

On Jul.14.2010 at 09:29 AM

Cara Lichtenstein’s comment is:

I agree with the criticism of the mark and of the typography—good concept, poor execution—but the video bothers me the most.

I don’t even watch soccer/futbol and I know that if you reach for the ball with your hands, it’s a foul.

Goalkeepers can catch the ball, but having the entire field of plantPeople reaching for it is pretty contrary to the spirit of the sport (and sort of reminds me of Ursula’s creepy garden of souls in The Little Mermaid).

I agree with the comment about a special 2014 ball with the hand pattern (that would be excellent), but only if the icon is reworked.

On Jul.14.2010 at 09:32 AM

Anthony Lane’s comment is:

On Jul.14.2010 at 09:33 AM

daniele’s comment is:

The agency Africa works with really big companies such as Itau, Ambev, Seara and Vivo. All of them are major economic partners of CBF (Brazilian Football Confederation). People say Africa was supposed to win anyway, that’s why they picked celebrities to judge it.

On Jul.14.2010 at 09:39 AM

Jason Campbell’s comment is:

Maybe there is still time to refine it some more, does anyone know if they have copyrighted it or registered it as a trademark yet?

On Jul.14.2010 at 09:49 AM

F’s comment is:

The hands of god is now an icon for FIFA World Cup.

On Jul.14.2010 at 09:53 AM

Bob Schuster’s comment is:

@ Martin-

Of course it isn’t a ball. soccer balls aren’t round, as is the trophy (i’m assuming you’ve of course held a world cup trophy before, and a soccer ball of course- and understand the difference between a globe and something with 32-ish panels)- however, being that the logo in question doesn’t have a globe in sight, you might be able to see a ball being represented here.

The hand ball comment- speaking only on my own behalf- was a comment on the penalties of this logo- you know… being funny?

If you’re upset that you didn’t come up with it first, that’s okay, we’ll let you in our club- but only if you become nicer.

On Jul.14.2010 at 09:59 AM

Tom Bastos’s comment is:

May I desagree with all these? Here in Brazil, usually a lot of people, talks about something that never seeing before… They keep pushing and boring only to “tell” something… Oh! They know all about everything! True genius!
So, before you do your comments, please read about it, study about it, informing yourself about it…
Its better keep walking with 80% that you can do, instead to stoped, waiting the perfect!
OK, the logo is not a amazing, but it works…

On Jul.14.2010 at 10:02 AM

Lance’s comment is:

Are they serious with those ® & © marks? They’re huge!

On Jul.14.2010 at 10:23 AM

y’s comment is:

I’m torn about the logo. On one hand, I do see that ‘let’s unite’ message coming through.

But the video shows a player who isn’t specifically marked as a goalie receiving the ball with his hands.

On Jul.14.2010 at 10:24 AM

boon’s comment is:

@ Bob Schuster : lol, are you on crack?

On Jul.14.2010 at 10:24 AM

b.’s comment is:

umm…

i hope you all realize the shape of the icon is that of the world cup…

On Jul.14.2010 at 10:26 AM

Martin Boath’s comment is:

@Bob – Although you were answering Dwayne’s comment of ‘hands on a soccer ball’ (desn’t get more specific than that and he beat you to saying the same thing as you point out) I’ll apologise as your level of humour is obviously something that I am not able to latch on to.

The point remains thus: the logo is a representation of the trophy. The comments passed about hands and handball (not yours now, obviously) are patently wrong. Could it be misconstrued as a ball? Only by people who don’t know what they’re speaking about.

And I’m sure you know now that footballs aren’t all 32 panel nowadays?

No upset here – that’s one of the poorer attempts at poking fun at someone who you a) don’t know and b) have no idea the manner in which they are saying something. I’m just dismayed at people who don’t seem to know what they’re talking about, won’t take a few minutes to do a smidgen of research but still shoot off ill-informed opinion. You can keep that club all to yourselves.

On Jul.14.2010 at 10:27 AM

ArnoldP’s comment is:

I absolutely love the concept. Very charming and it says “Brazil” to me. But the execution is terrible. Those look like frog hands. Those are the kind of fingers that always try to choke me in my nightmares.

On Jul.14.2010 at 10:39 AM

Rodrok’s comment is:

The registration and copyrtight signs size are ridiculous… please everybody knows we wont steal your logo.

first time I saw this logo I thought, wow seems like brazil is taking the cup for sure. to me thats what this logo’s main concern express..
I think the hands dont represent welcoming to brazil… i think its the opposite i feel like they are covering the cup and not letting you see it.

Q: If this is called football, why so much emphasis on the hands?

I think illustrating the cup with legs and feet might have a better impact.

On Jul.14.2010 at 10:43 AM

Don Whelan’s comment is:

@Martin:

Sure, I first saw the trophy - that iconic form is instantly recognizable.

But the trophy is two victorious figures supporting a globe with their upstretched arms. The new logo is a clearly identifiable hand supporting a shape comprised of three interlocking hands (and a squished-in date) which implies the panels of a football. This rather neatly comes together to imply the form of the trophy. It’s clever in a strictly formal sense.

The handball - well, it’s there and simply cannot be denied. It rather smacks one in the face with its visual dominance. The idea just feels a little incongruent with the facts of the game. Is this a reductive sentiment? Perhaps. Can a logo’s meaning free itself from the purely representational? Of course. But this one doesn’t, especially given the long history of really critical calls and non-calls on the field of play. (I suppose it could be argued over beers that the handball is one of the unique, defining characteristics of the game - unless you’re the keeper you CANNOT use your hands, unlike nearly every other ball game in the world. In that way this logo is winking at us.)

Nevertheless, FIFA World Cup Brasil 2014: Handballs and bad type!

Of course, arguing over the details of an event logo like this is somewhat silly - ultimately the World Cup logo doesn’t matter - it’s about the games. FIFA is not as successful as the IOC in using visual branding to benefit its flagship event, and maybe that’s intentional. After all, the atrocious South Africa 2010 logo doesn’t really matter one way or the other. Utterly forgettable, it doesn’t imprint itself on our memories of the competition. (the on-field ad boards probably do so more than any other graphic element, and the vuvuzelas even more than anything.) Nevertheless, we’re here to discuss branding & design, so there you have it.

(I do very much resent the assumption that I, and others, have never seen images of the trophy or simply have no awareness of the game, but I’m not going to get into a shouting match over that.)

On Jul.14.2010 at 10:48 AM

Martin Boath’s comment is:

@ Don – I guess we’ll agree to disagree. You’ve watched the video and now see three hands on a ball. I see three hands on the trophy (as per photograph that is cited as the inspiration for the logo) that themselves have become the trophy (possibly alluding to Brazil’s dominance in the tournament) and therefore the logo itself.

You are also seeing panels on a football the style of which has never appeared in a World Cup in decades nor any current FIFA- or UEFA-run tournament. Surely this is something worth considering? You’re seeing a style of ball – so obvious to yourself? – that surely FIFA would not, with all of their preciousness with sponsors and whatnot, want to be seen to endorsing?

On Jul.14.2010 at 11:04 AM

Don Whelan’s comment is:

Martin,

Thank you for mentioning the obsolete ball - I’d thought about that and subsequently forgotten to mention it. You’re absolutely right - it’s a completely out-of-date look, which is another perplexing visual cue for the set of us for whom the ball outweighs the trophy. Balls these days are still - necessarily - interlocking panels (8 in the jabulani, right?), but larger and fewer panels than in the old 32-panel icosahedron style.

Anyway, I think we can agree that a viewer will either see one thing or the other, and that both are totally relevant to the game in very different ways. The video does of course explain the intended concept well, but maybe this is a case of unintended consequences (which is of course inevitable and unavoidable in logo design). London 2012’s logo was supported at, and after, launch by a bunch of well-executed explanatory graphics and videos that breathe a great deal of life into the logo. As much as I dislike the very weird static logo, I have a feeling that when the “Look of the Games” is executed across the venues and landscape, it’s actually going to be really successful.

Maybe this is yet another episode in the “what is a logo” debate. Is a logo just a static symbol, like it’s been throughout history to this point? Or is it now becoming more - an animated, living, breathing entity expressed in so many different environments that the static, 2D representation is inherently incapable of capturing all of its character? I think if one looks at it that way, all of this starts to get really, really interesting.

On Jul.14.2010 at 11:29 AM

Mike Richards’s comment is:

The yellow hand looks like a solitary Marigold washing up glove. Not exactly sleek.

On Jul.14.2010 at 11:34 AM

Mr Miyagi’s comment is:

Horrendous. Wouldn’t it make more sense to have feet wrapping around the soccer/football? The use of hands is a better idea for volleyball.

On Jul.14.2010 at 11:49 AM

bill’s comment is:

penalty shot!

this is a handball!

On Jul.14.2010 at 12:05 PM

Ian’s comment is:

@Shannon Patrick:

Regarding the typeface, I think 2014 Brasil wanted to have something similar to the custom typeface created for the 2010 World Cup:

“The typeface is an original creation. It reflects our personality and reinforces the idea that in South Africa we do things uniquely. It is playful, naïve and free-spirited. It is also bold, welcoming and friendly.”

(From http://www.fifa.com/worldcup/organisation/emblemsposters/officialemblem.html )

I volunteered at the 2010 World Cup, and we were told that the typeface was not to be used in formal applications (yet it was still used in various informational signs around the venues, but oh well).

Emblem unveiling ceremony: http://streaming.fifa.com/CCUIv3/frameset.aspx?ticket=645-676-8778&target=en-default-&status=ondemand&browser=ns-0-0-0-10-0&stream=flash-video-200

On Jul.14.2010 at 12:25 PM

Reed Botwright’s comment is:

Another case of failure by committee. This CERTAINLY should have been polished up before being finalized.

On Jul.14.2010 at 12:26 PM

buruno’s comment is:

I won’t comment upon conceptual or visual aspects, as many here and around the webz have done quite accurately. But this whole imbroglio gives a good glimpse on how design is treated here in Brazil (don’t know if it’s like this on other countries as well).

Africa is an AD agency, not Design. I’m sure there are a few good design/branding agencies here that could easily do a great job, but AD agencies have been reigning over the Design market since its very beginning and just can’t let it go. As a result, 90% of the population can’t see difference between them at all – not mentioning AD graduates who would sell themselves as designers –, and 9% would rather pass a job for a 15-year-old relative or a friend for 50 bucks than paying a designer properly for a decent one.

Design is struggling to free itself from Advertising, and things have been timidly changing; with this case, however, things took a huge step backwards*.

ps. I state I do not intend to, whatsoever, bash or offend AD itself or anyone involved with it.

ps2. For those who haven’t seen it, Pentagram’s program for 2018 is all around the web. It looks unsurprisingly more mature to me.

* the Brazilian Graphic Design Association issued a note in which they argue that they’ve been summarily excluded from the process without further notice, and are awaiting a statement from FIFA.

On Jul.14.2010 at 12:53 PM

Chris’s comment is:

Yellow card.

On Jul.14.2010 at 01:01 PM

jen’s comment is:

I’m also in the FOOTball camp. This says volleyball to me, not soccer.

I like the sort of organic thing they are trying for, but this isn’t very well executed. I will let the very talented illustrators here pick apart the actual shape, but to me, it looks too much like a human head, neck, and shoulders to be a logo. Or I should say, it’s not nearly iconic enough.

Just saw the comment above where someone morphed it into a dude with his hand on his forehead. EXACTLY.

On Jul.14.2010 at 01:24 PM

gil’s comment is:

this logo is only about the trophy for the best goalkeeper…

On Jul.14.2010 at 02:09 PM

Erwin’s comment is:

Pretty much everything has been said about the new logo, and I can agree with much of the criticism…

@ Buruno

Thanks for the Pentagram program for 2018 link, it’s very interesting to in a way compare it to the WC2014 logo.

While it is obviously graphically more appealing I wouldn’t root for a change in this direction. It’s sharp and clean no doubt, but it lacks a human touch, emotion, warmth, which IMHO is crucial.

I said it when the logo for the European Championships 2012 in Poland/Ukraine was posted here on BrandNew, and I’ll say it again: the Championships are about the people, bringing countries together! It’s not about the competition. It’s about fraternity, therefor the hands are an obvious (not cliche!) choice, they can express so many emotions and tie people together. Replacing those hands with feet, just because it fits the game better, immediately puts an emphasis on competition and would drain the life out of it…

The concept of fraternity is the basis of every FIFA logo, more than it is about football. That puts it in the same category as events like the Olympics, and is so much different from any sports event organised in the US.

It’s true that the canon of FIFA logo’s is starting to repeat itself, and the latest brand shown above is not it’s prettiest example, but again, it’s important to keep it human, friendly, warm and organic.

The Brasil logo sure has it’s flaws (I don’t think it will undergo any changes), and the selection process is “not done”, but it breathes the right spirit and has the potential to grow into something nice…

On Jul.14.2010 at 02:17 PM

Chris (formerly a Dogz)’s comment is:

I like the “concept”.

Anyone who plays soccer or knows the game (i.e those who WATCH the World Cup and soccer throughout the year) instantly identifies the shape of the trophy. Unity / teamwork are the hallmarks of international soccer and using the concept of “bringing people together” is a big part of the World Cup itself. Soccer as a sport is played in from the poorest countries to the richest and brings everyone to the same level. That’s why there’s things like “The Homeless World Cup” which unites the homeless of the world and gives them a sense of meaning. So to focus on hands / handball / fouls is ridiculous.

They are playing to their target audience here and I think it’s right. All of this is to say, I think the concept is great!

However…yes…the execution needs a lot of work and I think creating a much tighter illustration and hiring a type designer to clean up the typography, will go a long way to making this a great brand.

C

On Jul.14.2010 at 02:18 PM

Gunther’s comment is:

Am I the only one on this planet who sees some heavy influence of Matisse? Especially his late works? Search for “Matisse sheaves 1953” and you know what I mean. That doesn’t mean it makes the logo any better, it only might explain why it is what it is (my conspiracy theory is that it was mainly Niemeyer’s influence in the decision process).

Come on guys, I assume most of you are (graphic) designers, you should’ve at least heard of Matisse.

On Jul.14.2010 at 02:24 PM

Nancy’s comment is:

Did anyone notice the web site on Pentagram identity applications? They took a browser screen grab with all of Luke Hayman’s book marks visible.

Oops!

On Jul.14.2010 at 02:27 PM

Rico’s comment is:

Leaving aside the logo as a whole, what’s with the need to make the copyright and registered marks so friggin’ large? They don’t need to be anywhere near that size in order to protect the logo. And does anyone in this day and age really think that if we don’t make them honkin’ huge that people will just steal our logo and use it for their own World Cup that they’re hosting in their backyard. I mean come on! And why both? I think that’s the first time I’ve seen both the circle R and circle C used on the same logo.

Just my own pet peeve I guess. Just needed to vent a little.

On Jul.14.2010 at 02:50 PM

geha714’s comment is:

The idea of the logo is not bad, yet the execution was kind of half baked (the 2014 element comes to mind). However, this is not a disaster in the way of the London 2012 or Sochi 2014 logos. The theme of hands holding the cup is great, because most of the people worldwide knows this trophy and why it represents. The lower base looks like the Sugarloaf mountain in Rio. The colors are Brazilian yellow and green. The only problems are the 2014 (Why red?) and the Brazil font.

The logo has some inspiration of one of the seven jurors who chose it and hands down, one of the greatest architects ever: Oscar Niemeyer.

For example, the hands of the logo made me remember this, the Latin America Memorial in Sao Paulo.

http://es.wikipedia.org/wiki/Archivo:Sal%C3%A3odeatosTiradentes.jpg

FWIW, the logo is good, but it can be tweaked. It’s not a disaster.

On Jul.14.2010 at 03:04 PM

buruno’s comment is:

@Gunther

Good call. But I’d bet my two cents that the aesthetic is more akin to the Brazilian Modernist movement, specifically Tarsila do Amaral (a “virus” within Brazilian aesthetic, IMHO).

She did took some studies in France and was contemporary to Matisse, though.

On Jul.14.2010 at 03:12 PM

Mauricio Fontinele’s comment is:

Thanks! Yes even I feel embarrassed especially with this ugly and dirty implementation Brazilian design. And I’m even more ashamed for suspected manipulation of choice because the advertising agency (not design) is the same as major sponsors of the Brazilian Football Confederation (eg: VIVO, BRAHMA, SEARA).
Many friends crave parallel proposals to redesign this brand. What about Brand NEW?

On Jul.14.2010 at 03:36 PM

Leusing’s comment is:

Hand, Foot, Creativity, John Cleese: http://www.youtube.com/watch?v=2sD_8prYOxo

Anyway, I like the idea of this logo. But, it needs to be designed with much more attention to details. And, the (r) (c) drawing is realy horrible.

On Jul.14.2010 at 04:34 PM

anonymous coward’s comment is:

Thats incredibly bad. Its says nothing about football other than it some what resembles the equally crappy looking world cup- that isn’t a cup. It could be the untied way logo. And the execution looks like a 3 year old executed it. Why is the 2014 just shoved in between the hands like some bad after thought/ client comment. You could have gone to some crowd sourcing site and got a better logo for $300. This is what happens when crappy designers working off their dining room table convince idiots to fork over gobs of money for something that just looks like crap.

On Jul.14.2010 at 04:37 PM

mconnors’s comment is:

I think it would make more sense if one of the hands was holding up a yellow card.

On Jul.14.2010 at 04:40 PM

Rafael’s comment is:

Wake up kids. This will not be redesigned.
The logo chosen by the supermodel and the spiritual writer came to stay.

God help us with the olimpics..

On Jul.14.2010 at 05:57 PM

Koyo’s comment is:

///F’s comment is:
The hands of god is now an icon for FIFA World Cup. ///

The Hands og God are Argentinian, dude!

Vamos Argentina.

P.S: Awful logo

On Jul.14.2010 at 06:23 PM

adzski’s comment is:

Why are people surprised at terrible logos for the FIFA World Cup?

The design for Germany 2006 looked more like the logo for a kindergarten or prep school than for the world’s biggest sporting event. The logo for South Africa 2010 was terrific in comparison.

On Jul.14.2010 at 06:25 PM

Anthony Lane’s comment is:

I like it.

On Jul.14.2010 at 06:28 PM

Mark’s comment is:

That is one butt ugly logo, they could of got something nice after a few more refinements, it looks unfinished.

On Jul.14.2010 at 07:12 PM

João Faraco’s comment is:

I’ve started a Twitter petition to see if FIFA considers a redesign of this silly-looking, badly executed logo:

http://act.ly/266

On Jul.14.2010 at 07:57 PM

abel chang’s comment is:

“its a really ugly logo.”
well, to be honest, the concept is fine, i kinda like it.
but the execution… i’ll have to agree with the author of this post, it really needs a more skillful hand to illustrate it.
they could have at least refined and adjusted the edges… i get the feeling it was done in CorelDraw.

On Jul.14.2010 at 07:58 PM

loren’s comment is:

I’m reading several posts about the logo of the 2014 World Cup and can say that there is too much noise about it here in Brazil, at least on sites about design. As Brazilian, I can say that I really liked the concept, although not considered well done, but I don’t know why it was done that way. I honestly do not think a bad logo. I think the symbol fairly representative for a football event. I am only concerned about the representation he will bring to the Brazilians and also its permanence as an identity.

The agency (Africa) is highly repute in the country and must have his reasons, but one thing I was quite upset about the lack of transparency in the process and at the moment of choice and definition of logo.

On Jul.14.2010 at 08:00 PM

Tori’s comment is:

I showed this to my dentists receptionist who makes beaded bracelets as a side job and she also agrees that it’s a good logo, she especially likes the funky font.

On Jul.15.2010 at 01:44 AM

Arne’s comment is:

Why is the FIFA always placing these extremely large (R) and (c) and TM marks on the logos? No other firm is doing it.

On Jul.15.2010 at 02:11 AM

cchana’s comment is:

I understand the logo is a little ‘crude’, but I’ve been suprised at the negativitey aimed towards it. For me, the logo speaks of Brazil, far more than the corporate looking 2010 logo which did little to invoke the feeling of South Africa for me.

Execution could have been handled better and I wouldn’t mind seeing someone clean it up, but for me, it reflects the country it’s being hosted in and the World Cup at the same time, something we haven’t seen since 2002 and before that, 1994!

On Jul.15.2010 at 02:13 AM

M’s comment is:

The buffoonery on display here is simultaneously hilarious and saddening.

Simply put people: There is no ball in this logo so your inane comments about handball are completely irrelevant. It is the trophy for crying out loud. You can reason that you see one, but I’ve spoken to someone who thought the logo looked a bit like a tree – is his point valid? Because he sees a tree, there’s a tree in the logo?

And why do the ‘designers’ on this site need to be so literal? ‘What’s with the hands?’ these people bleat, ‘it’s FOOTball’ isn’t it?’ they reason. Honestly? Your thinking is that join-the-dots?

As for the Pentagram 2018 link, that’s a good call. I personally don’t think it’s a good as England’s 2018 bid program but both will provide a stark and telling contrast between what the bids look like and what the final approved country logo looks like i.e. the latter will have FIFA’s hands all over it. Unfortunately.

On Jul.15.2010 at 03:50 AM

Stripeyhorse design’s comment is:

I think the 2014 logo is better than the 2010. Its more abstract, unlike the very detailed 2010 logo, which just has too much going on in it.
But it needs a hell of a lot of work done to it. Get rid of the copyright and registered marks, there is no need for them at all. Ease up on the amount of gradients used. Refine the hands. The Brasil logotype also needs a little more attention, that B looks like an 8 to me.
So it does need work done, but I think its a far better logo than 2010.

On Jul.15.2010 at 06:04 AM

Morandini’s comment is:

In my opinion, the main concept problem is that the trophy icon doesn’t represent our country, but FIFA.

On Jul.15.2010 at 06:25 AM

Joao’s comment is:

As a Brazilian I can say I’m extremely disappointed with this logo… It does not represent our country in any way. The execution is terrible, the concept poor… have you seen the video??? Hands on the ball? Are you kidding me? have you ever watched a football game at all?

The most disappointed thing, however, was the way they handled the pitch… Several design offices got into the process and didn’t even got a proper response. They basically discovered via internet that FIFA had chosen a Advertising agency instead…

And the funny part? The owner of Africa is known to be close friends with politicians and most of the games sponsorships accounts are already his clients… The choice was merely political. Sad news for the Brazilian design and for the amazing design offices we have…

The ADG association (graphic design brazilian association) is still trying to figure waht happen.

On Jul.15.2010 at 07:02 AM

tareks’s comment is:

people who really love football don’t give a shit about logos..I just hope to see a good football quality,enthusiasm,passion to win who where totaly missing in south africa!!

On Jul.15.2010 at 07:57 AM

andyRespire’s comment is:

@AnthonyLane - Your association with the Capt. Picard shot is so random & so beautiful. Well done.

On Jul.15.2010 at 09:54 AM

jen’s comment is:

Having read through the other comments, I must say “thanks” to @Martin for the explanation that this is hands grabbing a trophy, not a ball.

The logo makes more sense to me now and I agree with the majority that it’s fine. I appreciate the visual explanation…guess we Americans are trained to see round shapes as sporting equipment. Wish I had a better excuse.

I don’t know why I assumed it was a ball…probably because our SuperBowl trophy has a football on it. (Ahem.)

One thing I have to add: there have been a lot of comments about unqualified idiots offering decisive opinions here. I for one am glad to hear ALL opinions, and I read 90% of the comments for that very reason. I want to know what other designers think about these designs, or I wouldn’t bother coming here. I wish there was a lot less snark about which opinions are considered informed or not. As we all know our work is incredibly subjective. Even if I don’t personally like your thoughts or work, they might springboard me into something useful. Since when did it become awesome to be an elitist about criticism? Aren’t we doing one of the most populist art jobs on the planet?

I mean, we can debate all day the misguided merits of having one’s portfolio site in Flash in 2010, but the technology matters a lot less than the work, doesn’t it? Just because I personally think it’s stupid doesn’t mean it actually is. As it is for design opinions.

Please, y’all…keep them coming and don’t listen to the haters.

xo,
jen

On Jul.15.2010 at 10:17 AM

Mark’s comment is:

Oh this is an abstraction of hands grabbing the world cup trophy, NOW it makes more sense!

This is a pretty good logo. I’m sorry about my previous opinion that it was ugly that was an uninformed opinion. Still I think it needs a tiny bit more work done on it.

On Jul.15.2010 at 10:24 AM

Romario’s comment is:

Why is there no blue color ? ! ? At least incorporate a hint !

On Jul.15.2010 at 11:20 AM

Aldo Fernandez’s comment is:

Too naïve, I believe…

On Jul.15.2010 at 11:46 AM

Bryan’s comment is:

Has this logo been registered and copyrighted?

On Jul.15.2010 at 01:33 PM

Melanie’s comment is:

Gross, this logo looks like something a third grader would make for a charity art contest.

On Jul.15.2010 at 02:09 PM

Edward Sasam’s comment is:

it’s still a good logo…i can’t say for sure that it’s the best, but in terms of simplicity and design, you could say that it does the job in representing the world cup and brazil.

On Jul.15.2010 at 02:14 PM

Olinda Dohrmann’s comment is:

nice post, i enjoyed the worrld cup so much this year it didnt live up to the excitement of previous WC but it was still great. Ghana where the highlightt for me shame they went out to a “handball”

On Jul.15.2010 at 04:41 PM

mauricio’s comment is:

habiendo tantos buenos diseñadores en brasil! salieron con esto!!!! es terrible!…..lastima…

On Jul.15.2010 at 05:09 PM

Jonathan Good’s comment is:

It beats the crap out of this:

On Jul.15.2010 at 08:37 PM

Ronald ’s comment is:

The hands of thief.

On Jul.15.2010 at 09:25 PM

Poopy Doopy’s comment is:

For the 2018 logo the ball should just be a big copyright symbol.

On Jul.16.2010 at 09:04 AM

Frederik’s comment is:

It’s a little rough, but it beats the crap out of the clipart 2010 logo.

On Jul.16.2010 at 11:25 AM

aaron’s comment is:

Handball.

On Jul.16.2010 at 04:01 PM

qwertyale’s comment is:

It’s in honor of people that stolen the original trophy :

“The trophy was stolen from a display box in the headquarters of the Brazilian Football Association in Rio on 20 December 1983, and was probably melted down afterwards. “

On Jul.16.2010 at 04:09 PM

Mobile Website Design’s comment is:

Glad the World Cup didn’t come down to penalty kicks. I hate that.

On Jul.16.2010 at 07:43 PM

Jeskine’s comment is:

I don’t know if I’m wrong on this one but I think that at some point FIFA said that logos should include the infamous Korea-Japan 2002 logo. So did Germany to some degree and then did South Africa with a pretty much “intel inside” standardized FIFA WorlCup branding that served as a placeholder for the hosting country’s own emblem. Can anyone correct me if my memory betrays me on this one?

On Brasil’s logo, it could’ve been better but is not bad either. As an Olympics fan my high hopes are in for a killer Rio de Janeiro 2016 logo. We’ll see…

On Jul.17.2010 at 03:40 AM

Jing’s comment is:

What has a writer, a model and a pop singer got to do with logo designing? more details
http://www.hiiibrand.com/article.php?id=121

On Jul.17.2010 at 08:50 AM

MSGDS’s comment is:

This is a very poor quality design and such a huge disappointment.

On Jul.17.2010 at 04:07 PM

Jeskine’s comment is:

Wasn’t it supposed to look something like this?

On Jul.17.2010 at 08:18 PM

zekkerjah’s comment is:

A *football* logo shouldn’t be made out of *hands*.

On Jul.18.2010 at 07:32 AM

James’s comment is:

You know, if they got rid of the shadow / bevel stuff, ditched the gradients and redrew the fingers, it might not be all that bad? Oh and took the 2014 out of the symbol itself.. Ahhh just start again!

On Jul.19.2010 at 07:22 AM

Daniel’s comment is:

I don’t know if it’s been mentioned that ADG (Brazilian Graphic Designers’ Association) has made a competition e pre-selected some works. I mean, these real designers have selected some professional works.

Africa Agency just ran through over this selection and then got straight in the final selection (the one with the renowned people - the writer, the singer, topmodel, etc). I think it’s important having this “popular” judgement, but where the f. were the specialists? Even though Niemeyer is an important opinion (since he has a real long story with archtecture/creation) and Hans Donner is a very well succeeded in his job, but they’re not really specialists. You can keep all of them, but not alone!

About the logo result, the first version didn’t have either the PS gradients or the (R) (C) on base. That’s a really nice proportion, as big as FIFA WORLD CUP text below! (been ironic)

About concept, it’s nice, because everyone wants to put hands on Cup. But can be highly misunderstood since the Politicians in Brazil are renowned by thier corruption. And other fact has been left aside:

-in 1970, Brazil has won his 3rd World Cup, and so, got permanently the Jules Rimet Cup. Nice, ‘till 1983 when it’s been stolen and then melted! I mean, there’s a real stealing Cup case!

I agree that could have been reached a far better result, the illustration is poor (fingers seem to be negativated by vector overlapping). Typography is in the right path, but not good yet.

The general thought is “we -Brasil- have lost an opportunity to show a good job to the world”.

On Jul.19.2010 at 09:55 AM

Peter Tang’s comment is:

Hi, I’m Peter and I’m a Brazilian Graphic Designer. I’ve graduate at Ontario College of Art & Design - Toronto, 1996. I’ve worked at many design companies in São Paulo, including FutureBrand and Interbrand. Mostly designing corporate/brand identity.

Sincerely: the new logo is really bad, poorly executed, ugly design and in first place, this job should’ve been done by a DESIGN FIRM, and not an advertising agency!!!

What is that “Frankeinstein”? Sure it looks like a “3rd World” logo!!! I doubt it this was the best among all the entries!

What a disappointment and shame!!!…

…I don’t know why, but knowing Nizan’s and Teixeira’s fame around here…I suddenly got this urge to eat some sashimi…’cause it’s really smelling “fishy” in here!

On Jul.19.2010 at 09:58 PM

felix sockwell’s comment is:

this is bad.

really bad.

especially disappointed
as i have plans on
being there in 4 yrs

brazil, stick to
what you know: feet
(not hands)

On Jul.21.2010 at 09:25 AM

J-Ray’s comment is:

How come most references use the parrot image that fits with the World Cup template? This “Facepalm” logo just seems like a hoax. Too bad it’s on the FIFA page.

On Jul.21.2010 at 01:40 PM

felix sockwell’s comment is:

logo fix:
http://www.drawger.com/felixsockwell/?section=articles&article_id=10980

On Jul.22.2010 at 09:05 AM

Mark’s comment is:

I like what you did to the logo Felix you changed it for the better,and it looks SOOOOO much cleaner.

It’s amazing what a little nip and tuck can do for a logo.

On Jul.22.2010 at 01:14 PM

marisa rechenberg’s comment is:

Your post is brilliant - and the best part is ‘the logo becomes a representation of that and we forget how good or bad it may be in execution’. Unfortunately 4 years will pass and by the time the next cup happens, the debate will long be forgotten and sunk in the ocean.

Apart from the final decision/logo, I think the most important thing here is to evaluate the judging process and the (lack of) respect of the profession and its professionals. By not involving any professional, credible association, FIFA shown how short-sighted they are and how badly managed the whole process started.

Shouldn’t we put our energy on defending our causes instead of just criticizing the final result? That won’t change the logo anyway, but we can raise our voices and help building a more transparent decision process for other events like the World Cup.

On Jul.22.2010 at 07:50 PM

Jen’s comment is:

Felix - LOVE LOVE LOVE what you did with it. Absolutely gorgeous.

On Jul.22.2010 at 10:48 PM

Gellan Watt’s comment is:

Have to say, I agree that there’s something a little unrefined about it… but I love it. Great work.

On Jul.23.2010 at 11:34 AM

Marcelo Baldin’s comment is:

The 2010 World Cup didn’t even had its final and we are already seeing problems in the next World Cup. Being a Brazilian citizen and a designer I am ashamed and angry about what is going on right now. Yesterday there was the official presentation of the World Cup 2014 that will be held in Brazil. Everyone was quite worried about that, already knowing that there would be a big possibility of having dirty stuff happening under the negotiating tables. So we discovered the first one yesterday.

The new logo is the first proof of how unreliable things will be. Since this logo was shown in Brazil, nobody knew who did it and who choose it. ADG, the designers organization in Brazil, was supposed to hold a competition to make the logo, and suddenly, this awful logo appears from nowhere, being the “official”. All designers in Brazil were terrified with the news (not only counting that the logo seems a person ashamed). A few days later, we discovered that a french studio did it. Bizarrely when we googled about it, there was not a simple link to that studio. Weird huh? But yesterday we discovered that the agency Africa was the one behind it. Nizan Guanaes, the owner of Africa, is well known by his political contacts and benefits he has gained with it. So, what probably happened here? He bought the rights to do all the campaign, behind everyones back. How can we be represented by that crap when we have amazing professionals working here?

A nice start for a cup that the president Lula told everyone that will be “transparent” about everything. Not only counting that there are some politicians trying to make a law to avoid bids for stadium constructors and etc, telling that would make things happen faster (translating: stealing makes things faster?).

Say hello to the “transparent” 2014.

On Jul.23.2010 at 10:54 PM

André Cunha’s comment is:

Ok this is one of the worst reviews done here. Execution is poor. Obvious. But concept is good? What a shame. The agency Africa was comissioned to design the logo for a worldcup. An specific world cup. Which means that is their responsibility to create an icon with proper meanings for the occasion. Instead, they hide themselves behind the biggest symbol for worldcups which is the trophy and use it as the main symbol of a specific worldcup ! So now we have two symbols: the trophy itself and a representation of the trophy executed by a mental retarded. Great job Africa! No symbol created here.

On Jul.26.2010 at 12:42 PM

Ruhan’s comment is:

I guess Gisele Bündchen is not the quite type of designer to do football brands, like Paulo Coelho… or just the (terrible) Hans Donner - the ‘creative’ mind behind Globo TV, in Brazil. He was born in Austria, so. Ok, an agency from Brazil have made it, i’m surprised, buuut i guess that the designer wanted to say ‘yes’ to every exotic ideas about this country. It seems wild, rustic, like the world used to think about Brazil, something not so real, actually. The concept is bad, the execution is bad.

On Aug.14.2010 at 09:56 AM

courtney’s comment is:

all i can think is “hand ball!”

On Aug.23.2010 at 07:50 PM

Philip Bulley’s comment is:

@Armin… re: “it’s almost there but a little too unrefined”

I would argue that Brasil IS a little unrefined. There is wall art (graffiti) all over the city of Rio, and thankfully, none of it is “refined”.

Undoubtedly, I find this unrefined nature to well represent the beauty and charm of the country.

On Sep.03.2010 at 09:07 AM