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Amazing the world with its unique culture and the magic of football
The FIFA World Cup Qatar 2022™ brand has been developed in close collaboration with FIFA and the local Qatar Organising Committee (Supreme Committee for Delivery and Legacy) to celebrate the culture of hospitality and how it shapes the FIFA World Cup™ experience.
For Unlock Brands agency, it has been a unique adventure that has lasted almost 3 years. And it is not over yet. Branding, Arabic courses, 3D design, 2D design, motion design, Arabic and Latin typography workshops, music and sound design, excursions, Islamic art, interviews, funny selfies in Souq Waqif. It is all there.
A symbol develops into a real object
The first fully 3D emblem for the FIFA World Cup. An infinite cycle of culture and football, inspired by Arabic clothing, the undulations of desert dunes and the shape of the official trophy. As we turn around we can see a perfect circle that recalls the shape of a football and the global scale of its impact. It also reflects the number of stadiums that will welcome the world in 2022 (8) and the symbol of infinity, taking into account the human connections that will last long after the tournament ends.
From ancient technology to a flexible visual universe
The FIFA World Cup Qatar 2022™ branded graphic world is a unique system. Inspired by the ancient Arabic techniques that produced the famous geometric tiles, this graphic world features a wealth of engaging content that blends football, Qatari landmarks and cultural elements.
Set in a simple square grid, these various elements can be arranged in endless combinations, interacting with text and imagery.
A range of pictograms have also been developed to meet more functional communication needs, such as signage and directions.
Emblem animation
The animation of the official emblem depicts the texture of desert dunes and the fabric of a shawl, a headdress used throughout the Middle East and Asia, referencing the unique dates of the tournament, November-December. The rotating motion of the logo highlights its unique 3D nature. The stretching of the “Kasheeda” is the final touch to the visual identity of the world’s most anticipated sporting event.
Customized Layout
Arabic and Latin, playing on the same team
A comprehensive workshop was held to kick-start this foundational project, as it was essential to defining the brand’s identity and legacy. Creating “Qatar2022™”, the official typeface for the FIFA World Cup Qatar 2022™, required hundreds of practice sessions and multiple rounds of tweaks.
Typography experts Dino Santos, Rui Abreu and Hussein Alazaat played an important role throughout the project. Arabic calligraphy brings a unique fluidity and personality, with Kasheeda elements (linear extensions of specific Arabic letters) becoming a striking brand identity element.
The Latin and Arabic versions were developed simultaneously to create synergy between the texts.
The result is a new contemporary typeface that is inspired by the region and blends tradition with modernity.
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