2026 FIFA WORLD CUP

Identity Rebrand, Publication Design, Spatial Design

INSTRUCTOR

Blankenship, Fiona

CONTEXT

FIFA World Cup has been considered as the biggest soccer competition globally. It is the representation of cultural diversity and spiritual unity that always attracted the world’s attention. This brand identity system is designed specifically for the upcoming FIFA World Cup in 2026, hosted by Canada, Mexico, and United States.

PROBLEM

The FIFA World Cup is the global event capable of bringing together people from different cultures, generations, and perspectives. Yet in a time when societies are increasingly fragmented and individuals feel more disconnected from one another, the challenge for this event is to create a brand identity that can truly unite people. How might a visual identity bridge differences while reflecting the shared excitement and collective spirit of the World Cup?

SOLUTION

Introduce a brand identity that spread the World Cup’s united spirit and bridge between young and old, tradition and progress, local cultures and global audiences.

LOGO DESIGN

The curved lines represent the parabola formed by the soccer ball as it is passed by the athletes, while the circular shapes at the peak of the capital letters highlight the shape of the soccer ball.

POSTER SERIES

The bold typeface and connected curves further emphasize the unified spirit of the World Cup and are extended throughout the system.

MERCHANDISES

I designed three graphic patterns, each representing one of the host countries. These patterns introduce a sense of playfulness and visual interest to the identity, helping attract a broader audience.

TOUR MAGAZINE

The tour magazine highlights travel destinations across the three host countries, encouraging visitors not only to focus on the competition itself but also to take time to explore diverse cultures.