This is a guest article by Ana Paula Rodrigues outlining the unveiling of the new 2014 World Cup logo.
The silent vuvuzela’s mark the end of the 2010 World Cup, but the preparations for the 2014 games are well underway. The 2014 World Cup host, Brazil unveiled the official logo last Thursday in Johannesburg, South Africa. In a clever marketing campaign, both the Brazilian Soccer Delegation and FIFA (Fédération Internationale de Football Association) decided to strike while the momentum of the 2010 games were still in play, and while it still garnered the attention of a worldwide audience. By revealing the logo now, rather than later, the Brazilian Soccer Delegation and FIFA began the process of building excitement and branding the 2014 World Cup games – four years before the start of the event.
The Sao Paulo, Brazil based agency, “Africa,” beat 25 other agencies to score the winning logo design called, “Inspiration.” The logo illustrates intertwined hands that form the shape of the world cup trophy highlighted by the iconic Brazilian colors of green and yellow. A panel of seven distinguished Brazilians including members from FIFA, writer Paulo Coelho, architect Oscar Niemeyer and supermodel Gisele Bundchen determined the winning logo. The chosen panel produced some controversy within the Brazilian graphic design field.
The acclaimed Brazilian graphic designer Alexandre Wollner in an interview with Terra Magazine denounced the absence of graphic designers on the judge’s panel. The Brazilian Graphic Designers Association noted that they were excluded from the process by FIFA, even though they had a prior arrangement. Wollner, who has designed more than 180 logos said, “They don’t respect the professionals, or professionalism.”
Many soccerphiles on message boards questioned the accuracy of a pair of hands on a soccer ball, since goalies are the only players who can use their hands in the game. Obviously, they were unaware that the illustration is based on a photo of several hands holding up the world cup trophy in victory. On Facebook, soccer fan Jennifer Mortagua wrote that one word best described the logo, “unity.” Another fan Paul Amorim wrote,“it looks like a 5 year old designed it.” Alexandre Wollner was also very critical about the design of the logo and gave it a red card. He said, “É uma porcaria,” — its garbage. “If you look closer you will be able to see a face hiding behind a pair of hands in shame,” Wollner asserted in Terra Magazine.
One aspect of World Cup fever is picking your favorite team and standing by them until the very end – win or lose. Whether you side with team Wollner, or not the design of the 2014 World Cup logo is here to stay. With less than 1,460 days left until the games begin again, the Brazilian Soccer Delegation and FIFA are standing by their logo with the belief that they scored a world class goal.
P.S. Congratulations to Team Spain on bringing home the 2010 World Cup – the first time ever for Spain. Olé amigos!
What do you think of the new 2014 World Cup logo? What do you see?