Qatar World Cup Branding 2022
FIFA branding
For the past 90 years, the FIFA World Cup has been held every four years for 21 seasons. In the first 70 years, competitions lacked brand identity, especially symbolically, there was no specific element representing the games.
However, each of the host countries managed to leave their own mark on the history of football. One of them was the creation of the official FIFA World Cup logo with copyright, the same symbol of the cup and the ball.
Creating a formal identity, using the image of the most demanding prize in the world, has made this competition the most well-known event on the planet. At the 2022 FIFA World Cup, Qatar redesigned the logo to ensure that the event it hosts bears the hallmarks of its nation and region and is recorded as one of the most unique in history.
Branding is one of the most important aspects of organizing any event, especially a popular event such as the FIFA World Cup. Event branding will capture your attention, cultivate a sense of excitement, and help you connect with the event and its goals. An event with good branding will not only get acquainted with the audience, but also portray its nature and provide a mental picture of what you can expect, as well as represent the host and organizers of the event.
FIFA brand
The FIFA World Cup is a sporting event for millions of football fans around the world. Every four years, fans live with football for at least a month during matches.
The productivity of that passion is the same as the event branding market. Branding the World Cup is an integral part of every tournament. Branding creates a memorable identity for the competition and the host country.
Ask any fan around the world, you will see that they can identify the year of the World Cup and the host country only from its logo. Branding plays a role in shaping the sense of anticipation and expectation and encourages fans to think positively and spread a sense of excitement throughout the event.
Branding through products and gifts brings fans closer to the games, allowing them to identify with the identity of the event and their favorite teams, and to show their support and loyalty.
Creates communication branding
At the start of each World Cup, fans eagerly await the release of the badges or characters of the tournament and its slogans, and when they are displayed, the meaning, design, creativity and ingenuity are discussed in detail amid much publicity. .
According to FIFA, the appearance of each World Cup match (logo, slogan, coin, poster, etc.) is significantly important in creating a distinct identity for the event and customizing the emotions based on the host country.
Who really can forget the brand of the 1990 World Cup in Italy and the three-dimensional design of the soccer ball in the colors of the Italian flag, or the brand of South Korea / Japan in 2002, the first logo with the twisted shape of the FIFA Cup. Or the 2006 World Cup in Germany with the symbol of smileys.
World Cup branding is essential
A strong brand strategy identifies the nature of the event and the host country, and identifies key brand assets such as the official World Cup logo, which are world-renowned.
Brand equity is important, and brand revenue allows FIFA to continue to work to create opportunities for competition development and to integrate its legacy through social development around the world. Branding is essential to keep the World Cup and its future.
Key assets of the brand
Some of the brand’s key assets for the World Cup are: Logos, slogans and masks. Each of these has a very special role in presenting and showing the competitions, the host country and in relation to the spectators.
FIFA World Cup logos
The meaning behind the word “logo” is an image or an object that represents an idea, a concept and an identity. Historically, logos have been used to identify individuals, families, organizations, businesses, places, political parties, affiliations, and so on.
A logo can simply be an apple design for Apple or a combination of five colored rings for the Olympics. Or it can be as detailed as a family name. Some of them last for centuries, some are fleeting, and some evolve over the years.
FIFA logo, symbol | history and evolution
In the long history of football, special images have been used to identify teams. The images selected for each team usually show the history of the city they played for, the local industry, specific local attractions or sights, and so on. They were used not only to identify, but also to convey the character of the team and cultivate a sense of belonging in the fans.
The logo of the FIFA World Cup has been evolving since its inception. Since the 1930s, World Cup matches have been advertised by specific images for each host country. In the first four rounds of the competition, posters were used instead of logos.
The official FIFA logo was used by Switzerland in 1954. The circular logo was designed to combine the shape of a soccer ball with a globe.
Until 2002, host countries used the image of a soccer ball and sometimes a combination of globe and ball at the World Cup. At the 2002 Games, FIFA created the image we know today; The shape of the championship cup is what can be used to create a world-famous brand. Host countries are now required by FIFA to use this image in their World Cup event, although it may need to be redesigned in coordination with each country.
Today, the World Cup logo, especially for football fans, not only represents the most popular sports and competitions in the world, but also evokes a game that belongs to everyone, whether spectators or players, rich or poor, male or female. Young or old. This logo is immediately recognizable and is proudly used and worn.
All FIFA world cup logos | 1930 to 2018
Slogans
Slogans are short phrases that are designed to grab people’s attention and attract them to an idea, a product, an individual or a group. They are usually very attractive and memorable and can create an image in the mind, convey a message or provide a brand insight. The idea behind the slogans is to convince the audience to support a brand. They can be funny, serious, inspiring and the result of clever play on words.
In football, slogans are used to express the moral values or team spirit, sports skills or goals of the club. They are designed to inspire and unite fans behind a common idea.
Barcelona’s motto is “Més Que Un Club”, which translates to “beyond a club” – a good reference to the fans who support them.
While the Lisbon FC slogan “Esforço, Dedicação, Devoção, Glória” conveys their quest for victory, in translation it means “effort, sacrifice, glory”.
For FIFA World Cup matches, the slogans of the host countries usually reflect the beliefs and dreams of the nation or the ethics of the tournament. In 1986, Mexico introduced the slogan “El Mundo Unido Por Un Balón”, meaning “world united by the ball”, which symbolizes FIFA’s desire to unite people through football.
In 2010, the South African slogan “Ke Nako” meant “its time” and the continent hosted the World Cup for the first time.
In 2006, the German hosts adopted the slogan “Die Welt Zu Gast Bei Freunden”, meaning “time to find a friend” and invited people to their beloved country.
Mascot Mascot Mascot
Musketeers are lively puppet symbols used to display a brand’s character. Usually in the form of an animal, a person or an object, they can add to a brand’s identity, especially if they are memorable and closely related to the person, group or thing they represent.
The team nickname or character usually indicates the team nickname, team attribute, or city or region that the team pays homage to. Designed to communicate brand and entertain audiences, they also offer marketable products that generate valuable revenue streams.
The FIFA World Cup has had many symbols to date, from lions, leopards, wolves and armadillos to jalapeno peppers and oranges. The practice of having a game-related mascot began in 1966, when the host of the World Cup, England, introduced the character “Willie” – a cartoon lion.
Qatar 2022 World Cup brand
The identity of the Qatar brand for the 2022 FIFA World Cup is simple, playful and lively and is one of the traditions and culture of this country.
Originates The brand is designed to instill a sense of unity, integrity and hospitality and tells us to “wait for surprises”.
Each of the brand’s assets has been carefully built to support FIFA’s goals of winning football and displaying different layers of Qatari life, past and present.
The 2022 Qatar World Cup logo was released around the world on September 3, 2019. The shape of this logo follows the design of the FIFA Cup, but has been redesigned to show a scarf related to the host country. Keffiyeh is worn by citizens of the Arab countries and the Persian Gulf in winter – a good indication of the winter season in which the games are held. The wavy design of this emblem is also a feature of the desert landscape of the west and south of Qatar.
FIFA World Cup Mascots 1966-2022
Qatar World Cup 2022 slogan
There are several slogans for the 2022 World Cup in Qatar – “Waiting for a surprise”, “A surprise presenter”, “A road to 2022” and the hashtag “2022 see you”.
The slogan “Waiting for a surprise” has been with us since the beginning of the 2022 World Cup offers and promises a unique and exceptional match. The brand has also cleverly become a “surprise presenter” during preparation. Now, we see that Qatar has fulfilled its brand promises with amazing stadiums, fan zones, infrastructure and more.
Qatar World Cup 2022
FIFA has introduced “La’eeb” as the official symbol of the 2022 Qatar FIFA World Cup.
“Laib” is an Arabic word meaning an extremely skilled player, and he greets the whole world during matches, encourages and inspires young fans. The 2022 World Cup musket is a puppet symbol of a “Kufi” or traditional headband in Qatar. “Laib will bring the pleasure of playing football to everyone.” The 2022 World Cup in Qatar presents Mascot-verse, the Mascot verse, where creativity comes to life in the style of an animation and all the World Cup’s mascots are present in this animation.
Khalid Ali al-Mawlawi, Deputy Director General of Marketing, Communication and Competitive Experience, Qatar High Committee for Heritage, says: “We are delighted to introduce Laib as the official musketeer of the first FIFA World Cup in the Middle East and the Arab world. He comes from the world of Versace musketeers, a place that is indescribable. “We are sure that fans all over the world will love this fun and playful character. As we involve young and old fans in the experience of the Qatar FIFA World Cup, the role will be very crucial.”
Laib, Muscat 2022 World Cup
The masks or characters of the brand are formed based on the identity and personality of the brand, and after determining the personality traits of a brand, the designers design the masks of a brand with a brief taken from the strategies.
What we learn from the talk of the organizers, the designers in Qatar and the introductory film is that Laib has a young, playful, happy and confident spirit and comes from a world where ideas and creativity take shape. Takes.
So if we want to define the character of these mascots based on brand archetypes, Leib is a combination of clown or entertaining (jester), supportive (Caregiver) and creative (Creative) archetypes.
Laib will be everywhere, welcoming the world, supporting young fans, and conveying a sense of joy and happiness to everyone through his playfulness.
In addition, fans will soon be able to download GIFs and sticker stickers through a range of social media channels, including Facebook, Instagram, Twitter, Tic Tac, WhatsApp and SnapChat. Leib filters will also be available for download.
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