Days after releasing the new logo for the 2018 FIFA world cup designed by Lisbon-based Brandia Central it is already creating controversy.
The new world cup is going to be held in Russia for the first time, so one of the design goals to glorify that historic moment was to promote some of Russia’s great virtues and achievements.
To creatively capture the essence of this remarkable, historic moment, inspiration was drawn from both Russia’s rich artistic tradition and its history of bold achievement and innovation. Above all, Russia’s pioneering in space was a truly captivating theme.
The shape of the Official Emblem of Russia 2018 takes on the universally recognisable outline of the World Cup Trophy, while the bold use of red, gold, black and blue in the emblem’s colour palette was inspired by centuries-old techniques seen in world-renowned Russian art dating back to the earliest icon paintings.
The magic ball at the top of the emblem puts the world’s love of football into the spotlight. And the components of the emblem taken together blend unique attributes of the World Cup and of Russia as host nation. It unites magic and dreams, as the competition will do for millions of fans in 2018.
So the idea was to incorporate the sense of Russian art such as Orthodox icon paintings and Fabergé eggs. Space travel pioneering and accomplishments. Celebration, dreaming, stars, magic, unity…
The question pops out itself: “Is this too much?”
When there are too many elements that need to be represented in the logo, chances are that a designer is going to be as narrative as possible to show each of the elements clearly. And I am not talking about typical marketing nonsense where you draw down two squares and explain how those two represent life itself from the beginning of time and what not.
This is a classical example of overdoing. There is a bit of everything in it, which disables the designer to focus on the main characteristics. There is no rule about how many things one can represent in a logo, however the more elements there are the greater are the risks of creating something confusional and off subject.
Let’s see some of the people most popular reactions on the social networks.
Here we have someone who demonstrated the resemblance of the logo with a man wearing a gas mask.
Edvard Munch famous painting “The scream” is used in this clever “upgrade” to show the logos resemblance to an alien like face.
Maybe the most popular one is the electric shaver comperasment.
FIFA 2018 world cup logo is not bad (nor great) in technical point of view, it is ok conceptually when you take different elements apart and watch them individually. The problem occurs when you take all those elements and merge them together. You get a fuzzy structure instead of a remarkable sports symbol. A man would think that FIFA would make up for the big 2014 world cup logo debacle, but one can never get to surprised. You can make parody of any logo in the world no matter how good or bad it is, but that is not the point. However when you have strong instant reaction from the public in the form of parody and uncertainties, in my book that is a clear sign that some things need to be reconsidered.
Let us know your thoughts on this in the comments below.