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October 29, 2014
Russia 2018 World Cup identity references Sputnik and Russian icon art
The identity for the 2018 World Cup in Russia has been unveiled – a logo that references the Sputnik spacecraft and Russian icon art techniques.

The branding has been created by Portuguese consultancy Brandia Central, which has also created the identities for the Euro 2012 tournament in Poland and Ukraine and the Euro 2016 event, which will be held in France.

FIFA says Brandia Central was selected following an international creative pitch against seven other consultancies. The judging panel for the final designs comprised ten figures from sport, culture and government in Russia, including former England football manager and current Russia coach Fabio Capello.

According to a design rationale document for the identity, the logo features “magic windows” that “invite you to participate” in the World Cup.

The windows also reinforce the shape of the “magic ball”, which also pays homage to Russia’s Sputnik spacecraft.

The logo shape also symbolises “lift-off” – both of the Sputnik spacecraft and as a reference to the anticipation of the tournament. The rising movement is also intended to reference the lifting of the World Cup trophy in celebration.

Meanwhile human figures in the logo reference “the exuberance of football players and excitement of fans as well as mankind’s ambition to reach the stars”.

FIFA says 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 new identity was unveiled in a ceremony which saw cosmonauts on the International Space Station reveal the logo, which was also projected on to the side of the Bolshoi Theatre in Moscow.

FIFA President Sepp Blatter says: “The emblem blends unique attributes of the FIFA World Cup and of Russia as host nation. It unites magic and dreams, as the FIFA World Cup will do for millions of fans in 2018.”
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