Brand Identity

Qatar 2022 FIFA World Cup Bid

Qatar’s bid to host the 2022 FIFA World Cup™ faced the challenge of being credible as the so-called “dark horse” in the bidding race. Based on an existing logo, a multifaceted brand identity was designed which successfully stood out from the competition. Combining a high degree of flexibility with a clear message, this dynamic identity is adaptable to a wide range of communication channels. Harnessing the energy of this youthful nation, the design system includes a series of illustrations, action photography as well as a unique calligraphic font.

Red Dot