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New Logo for Qatar 2022 FIFA World Cup by UnlockBrands



Noted Sep. 5, 2019 by Armin

Industry / Sports Tags /


“The 2022 FIFA World Cup is scheduled to be the 22nd edition of the FIFA World Cup, the quadrennial international men’s association football championship contested by the national teams of the member associations of FIFA. It is scheduled to take place in Qatar in 2022. This will be the first World Cup ever to be held in the Arab world and the first in a Muslim-majority country. This will be the second World Cup held entirely in Asia after the 2002 tournament in South Korea and Japan. In addition, the tournament will be the last to involve 32 teams, with an increase to 48 teams scheduled for the 2026 tournament. The reigning World Cup champions are France.” (Wikipedia)

Design by

UnlockBrands (Lisboa, Portugal)

Related links

FIFA press release

Relevant quote
The emblem’s design embodies the vision of an event that connects and engages the entire world, while also featuring striking elements of local and regional Arab culture and allusions to the beautiful game.

The swooping curves of the emblem represent the undulations of desert dunes and the unbroken loop depicts both the number eight – a reminder of the eight astonishing stadiums that will host matches – and the infinity symbol, reflecting the interconnected nature of the event. Besides echoing the shape of the iconic FIFA World Cup Trophy, the emblem’s central form takes inspiration from a traditional woollen shawl. During winter months, shawls are worn around the world and in the Arab and Gulf region in particular by a variety of people and in various styles.

The intricate embroidered detail that often adorns shawls in the Arab world is featured and takes inspiration from various cultures across Asia, celebrating the continent’s second hosting of a FIFA World Cup tournament and Qatar’s diverse population. The regionally inspired winter garment also alludes to the tournament’s start dates and the fact that it will be the first FIFA World Cup™ to be played in November and December.

The new typeface created to accompany the emblem reimagines traditional Arabic calligraphy in a new, contemporary font, taking inspiration from the region and Asia, and fusing tradition with modernity.

FIFA press release

Images (opinion after)
New Logo for Qatar 2022 FIFA World Cup by UnlockBrands
Logo introduction video.
Emblem-only animation.

As I’m looking at the logo and reading the description I just find myself nodding along. Even if a little exaggerated on the metaphors and rhetoric, all the reasoning for all the elements and structure of the emblem make sense and it’s been executed quite nicely, echoing the shape of the trophy and having just enough graphic elements to make it evocative of the region. The only weird thing is the top front of the shawl that sort of maybe creates a heart shape but it’s like the shawl got all bunched up. The “Qatar 2022” wordmark is pretty nice too and the extended connection, emulating Arabic typography, also helps to quickly establish a connection to the host city. My only major complaint would be the size of “FIFA WORLD CUP”, which is huge and reveals how not pretty that whole wordmark is. Eager to see how the visual language of this develops.

Thanks to Serge Born for the tip.

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