Logo Design Love

For graphic designers and all who love logos.

Brazil World Cup logo 2014

Brazil World Cup logo 2014

“The logo’s interlinking hands in the yellow and green of Brazil and shaped like a trophy aim to enhance Brazil’s image as a warm, hospitable nation. The design is taken from an iconic photograph of three hands triumphantly raising the World Cup.”
— QUOTE FROM WORLD FOOTBALL INSIDER

Some have likened it to a “facepalm.” I can see the resemblance, but personally, I’m just glad it’s an improvement on many of the previous World Cup logos.

Watch the launch video below (or here on YouTube).

Read more thoughts over on Abduzeedo.

Excerpt image courtesy of The Shrinking Foodie.

Logo Design Love: A Guide to Creating Iconic Brand Identities, second edition

29 appreciated comments

  1. Key

    I’m brazilian, but I really think that this logo is very bad. I mean, it’s ok in a vacuum, but it REALLY looks like a facepalm. It’s a man hiding his face in shame, like 190.000 brazilians, wich had no choice but be “represented” by this logo.
    As they say: don’t matter what you mean, but what you say. And this logo says “facepalm”.

  2. Key

    I mean, the concept (hands holding the trophy, all brazilian people together, welcoming and etc) is good, but the execution was flawed. Could have been a very good logo with this concept.

  3. It is a good concept, but it is so poorly rendered, the concept is all but neutralized. It’s always best to have someone who can draw actually creating art. I don’t agree that it’s an improvement over past logos, either, and that’s not a compliment of the past logos. They’re not too good, either.

  4. To me it looks like three hands holding a ball, which given the rules of soccer, is not a good thing.

  5. I think it’s very poorly conceptualized and executed… fail! http://kaishinlab.com/2014-worldcup-logo/

  6. Hugo Fabian

    I like this logo, given that it instantaneously captures what the creators wanted. That in essence is part of the success of the logo. In comparison to other World Cup logos, it’s an improvement because of how the designer(s) create a simple and memorable image that holds a lot of meaning at the same time. I do understand the whole facepalm resemblance but that’s a result of over analyzing, in my point of view.

  7. Exactly my thoughts, it’s a fresh take on the World Cup logo design, which has gone from bad to worse through years… to reach the bottom with the South Africa 2010 thing. And FIFA departs from the template they’ve tried to impose on all their competitions – the one with the blue corner and swoosh, admitting that World Cup is a brand too big for that.

    Btw, here’s the Brazilian facepalm icon Chico Xavier – http://twitpic.com/23k298

  8. Isn’t it a Brazillian portrait of Diego Maradonna after being thrashed by Germany? If so then the branding is genius.

  9. Surely anyone with even a tertiary knowledge of the World Cup knows this logo is a representation of the trophy itself which, just for the uninitiated who still want to offer their thoughts, features not a ball but a globe. This simple knowledge renders the ‘looks like hands on a ball’ logic as invalid.

    It certainly is better than many of the recent logos (you’d have to go back to ’94 to find anything to argue about) so for that it should be applauded.

    It’s far from brilliant but it’s very Brazillian-looking in its styling (though I’d have made the 2014 blue) and has a nice fluency and ease about it; it’s relaxed in a not-taking-itself-too-seriously-tie-loosened-top-button-undone kinda way that the increasingly corporate World Cup is needing.

    I predict it will be a grower. The real key to its success will be its accompanying branding, like the 2012 Euros http://www.underconsideration.com/brandnew/archives/follow-up_uefa_euro2012.php

  10. Bob

    @ martin-

    haha. on here too? you must be very familiar with that copy and paste feature.

  11. The winning logo was selected among seven choices, but the designer is yet to be revealed by the FIFA management. The most surprising part was the panel of judges who selected the logo. The jury included Ricardo Teixeira (President of CBF), Jerome Valcke (Secretary of FIFA), Oscar Niemeyer (Brazilian architect, designer of Brasilia), Paulo Coelho (international bestselling Brazilian writer), Gisele Bundchen (Brazilian model), Hans Donner (Brazilian, head visual designer of TV Globo) and Ivete Sangalo (Brazilian pop singer). What has a writer, a model and a pop singer got to do with logo designing?
    The worst logo of FIFA World Cup? Voteon the web.
    http://www.hiiibrand.com/article.php?id=121

  12. I agree with most comments here, I expected more from what is probably the hottest country for design over the last few years. It’s a similar situation to the London 2012 Olympic logo where you just felt a bit empty after expecting so much. That logo has improved over time for me though so maybe this one will too?

    First impressions are that it is a weak and amateurish effort with a strong concept.

  13. @ Bob

    Disappointed I stole your thunder and rendered your comments pointless before you even managed to utter them?

  14. This highlights one of the problems with designs and branding.

    The only time you see branding in the press is when someone is taking the p*ss out of it, it looks like something it shouldn’t, or the press shouting ‘it cost HOW much?!!!!’

    Logo’s are a bit like men. they can’t multi-task. They can only do one or two things at a time, otherwise they are crap.

    Sports event branding is normally rubbish. People try to make it communicate too much.

    This identity is better than the norm for sports events, but the problem lies in the brief. If the brief was ‘Design the identity for the world cup that is being held in the country that has laid it’s hands on the trophy more times than any other’ (A bit of Bob Gill rational there) then it could have been brilliant (but it would have been brilliant if they had made it out of 5 hands…or to be really cheeky, 6 as they have won it 5 times already).

    But I get the impression the brief was ‘Design the identity for the world cup in Brazil in 2014. It has to capture the spirit of Brazil, it has to feel light and sunny, it has to be friendly, feel modern and have movement, it should feel inclusive, like Brazillian society…yadda yadda yadda.

    Anyway, I wrote a lot more about this on our blog including some stuff about briefing clients and the Dutch. I wont clutter Davids comments section with my droning on.

    Lee holds head in hand…sigh.

  15. Thanks for the comments, everyone. It seems there’s little doubt we’re in agreement about the execution, but I still think this is an improvement over most of the previous World Cup logos, regardless of flaws.

    For those interested in reading more, previous commenter Lee Newham’s full blog post can be read here:

    Brazil World Cup identity

    Where the facepalm is concerned, perhaps Brazil are destined to lose the 2014 final on penalties, with the logo serving as an accurate depiction of the home crowd.

  16. Marcos Vieira

    I’m brazilian and I work with graphic design, and I’m deeply disappointed and ashamed with this logo. We could make a much more decent work than that. It poor in all sense. A big shame indeed.

  17. I think the Brazil 2014 logo is great.

    As a designer you may think ‘it’s not what I would have created’ but it’s always going to be a challenge to design something and satisfy all tastes on a international level.

    Having travelled through Brazil and knowing the people, the shapes and colours used, for me, sum up the vibe of the country perfectly, lively, vibrant and exciting.

  18. Marc Damm

    Unfortunately another design which shows, that the concept was better than the final result.
    Of course the idea with the hands forming the trophy is good on the first sight, but quit obvious and arbitrarily in the second. But what really harms it to death is the rechnical output with the visual charm of a cheap chewing gum – brand (“with artificial tropical-flavor”).
    Bummer!

  19. stephano

    All the arguments about the hands…. well if you watch the launch video it clearly shows a goalkeeper at the end saving the ball…and yep in football he’s allowed to use his hands – so makes sense to me

  20. carolina

    I think is an improvement! this is the first World Cup logo I see (besides Mexico 70) who doesn´t look like a badge.

    The other logos are so cold, mechanical and obvious (“hey, its the World Cup, why don´t we display a soccer ball?! ). Maybe, just maybe, (if they don´t have execution problems) they would seem nice on the right side of a jacket.

    I think this logo is warm, and it´s not representing only the World Cup but what it means: people in the streets celebrating with strangers, brotherhood, joy, excitement, and it certaintly reflects the brazilian personality: vibrant, coloful, movement…

    I agree it could have been executed a little bit better, but I think in essence is a good logo

  21. I’m with you on the Mexico 70 logo, Carolina. It’s probably my favourite of all the World Cup designs.

    Mexico 1970 World Cup logo

  22. Something about the internal whitespace of the 2014 logo throws me off. While the font and the interior lines feel sort of whimsical, the very structured whitespace between the fingers contrasts (negatively in my opinion) to the whitespace between the hands which feels far more accidental (and wasteful) than intended.

    Still though, I really like the use of shading and the thickness given to the individual elements. I’m concerned about it’s value on merchandising, but it should show up well on HDTVs. :)

    Great site and count me as a new twitter follower.

  23. Come on, you can’t be serious about this logo.

    This is a graphic disaster, one of the most annoying and stupid images ever created.

    It was chosen by a group of celebrities that had absolutely nothing to do with design, and the logo has turned into a national shameful joke.

    I am Brazilian, and foreseeing this lousy logo spread all over the world during the World Cup is more than embarrassing.

    It should not be revised, it must be dumped deeper than nuclear waste.

  24. I’m sure, upon hearing negative comments, the people who chose this mark are saying to themselves, “Every major icon has its detractors,” even though that’s not actually true. Logos with a lot of detractors are simply bad logos. There should be some way to bring the impact of this embarrassment to the attention of its owner before it’s too late. I think there have been such successes. At the corner of my mind is something about another major destination or event logo that a German design firm went on the offensive against, and ultimately prevailed to have it changed. Anyone remember what I’m talking about?

  25. VitorMelo

    Ao contrário dos das olimpiadas, que ficou ótimo:
    http://globoaovivo.com.br/wp-content/uploads/2009/10/logo_rio_2016.jpg

  26. L1

    The worst thing is that the facepalmer has a comb over.

  27. Navarro

    This logo is a shame for brazilian designers in my opinion (being one myself). Brazil is a great subject in contemporary design, we should expect a great logo for our world cup. But what do we get? An amateurish logo, “designed” (i think drawn is what explains best the process this logo had) by an ad agency with a strong backstage support and no interest in the image of our country, which has some very good designers.

    As said before, what do a pop singer, a model and a writer have to do with logo design?

    I am ashamed of this logo, same as most of the designers I know around here.

  28. Bert

    an improvement? those other world cup logos must have been pretty bad with all due respect to someone’s time and effort…


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