Friday, July 31, 2009

FIFA moving with the times

The International Football Federation (FIFA) is moving with the times and adopting a more modern look.
All members of the world body have been asked to use the new design, which is a crucial decision in terms of harmonising FIFA's brand architecture.
It relies on the FIFA woodmark and the "For the Game, For the World" tagline, highlighting the fact that the development of football and football's social responsibility are now placed centre-stage.
"This re-launch will guarentee a consistent brand identity across all FIFA communication platforms,"said FIFA Secretary General, Jerome Valcke in a recent memo to all member countries.
In 2006, FIFA decided to streamline the logos for all of the world body's events and programmes. A design concept was developed which was used as a fundamental part of the look and feel of all FIFA events.
As it was complicated to integrate the corporate logo in events logos, the FIFA corporate logo had some challenges of its own: due to the various layers in the logo (colors, net, world) it was difficult to reproduce, especially in smaller size and on screen or to be integrated in another emblem.
"Following the latest changes, FIFA's corporate communication and the branding of its tournaments are now fully harmonised," said Valcke.
According to the General Secretary, as a result of this new FIFA corporate design, the FIFA Brand Management team will gradually manage the transition to the new FIFA design.
"This transition will have no official start date," added Valcke.

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