Look and Design of the FIFA World Cup TM

The Event Look
The design concept behind the FIFA World Cup TM is no longer just about one logo or emblem to be used in a standard and uniform way. It is about an entire look, giving the FIFA World Cup a visual identity beyond the Official Event Emblem. This enables FIFA and the respective Local Organising Committees to promote the FIFA World Cup brand far beyond the stadium and allows the various user groups, all with different needs, to associate or identify with the event according to the rights they have acquired.

The Look Programme
FIFA has developed the so-called Look Programme in order to ensure that the event look remains consistent in the Host Country and on all Official Event Publications, etc. This event look is used for street and stadia decoration but also on official documents and publications, enabling e.g. the Host Cities to identify with the event and to decorate their streets or other prominent locations accordingly.

Creative opportunities for Marketing Affiliates
FIFA's Marketing Affiliates have the possibility to work with the Official Event Marks of the FIFA World Cup and to create composite logos. For example, the Official Emblem of the 2010 FIFA World Cup can be used in a variety of ways according to each affiliate's individual ideas, giving them an outstanding marketing tool as well as further exclusivity.

These creative features not only add value to the FIFA World Cup, they also enhance the attractiveness of the FIFA World Cup as an exclusive and unique five-star marketing platform.