Eintrag #18, 06.08.2015, 15:51 Uhr

Inspirational branding takes the stage

To anyone who followed the Preliminary Draw for the 2018 FIFA World Cup™, it would have been hard to miss the lively colours and animated designs that decorated the stage behind presenters Natalia Vodianova and Dmitry Shepelev.

While the Preliminary Draw marked the first official event in the build-up to the 2018 World Cup, it also provided the debut of the official event branding from the first broadcasted appearance of the Winner’s Trophy to the intricate designs that will visually bring to life every element of the tournament for the next three years.

While many may take these designs for granted, we wanted to give you a look into what is behind the official event branding: the bright figures and colours, and what the images represent.

For the 2018 World Cup, Russia and world football will come together in a magical way. The host country’s rich heritage, vast landscapes, fairy-tale architecture and pioneering space innovation all play their part in creating this unique brand.

Official Emblem 
The first introduction to the 2018 FIFA World Cup branding took place in October 2014 with the presentation of the Official Emblem, which was unveiled to the world from the International Space Station. The shape of the Official Emblem takes on the universally recognisable outline of the FIFA World Cup Trophy, while the bold use of red, gold, black and blue was inspired by centuries-old techniques seen in world-renowned Russian art dating back to the earliest icon paintings. On top of the emblem, the magic ball puts the world’s love of football into the spotlight.




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