FIFA World Cup — Cam Throgmorton

FIFA World Cup Sports event identity system

The FIFA World Cup is the top international football tournament, held every four years, where national teams compete for the world champion title. In 2026, it will be hosted by the United States, Canada, and Mexico. This theoretical rebrand for the FIFA World Cup brings the dynamism and action of the game into the visual identity whilst amplifying the concept of unity and connection between cultures.

Logomark

The new logomark I created uses custom letterforms to bring further attention to the unity of the three host countries. The letterforms were inspired by the soccer ball and its movements on the field.

Color Palette

The visual system features three main colors that are derived from the host countries’ flags; red for Canada, blue for the United States, and green for Mexico.

Posters

For the poster series I used bold typography, dynamic images, and gesutral strokes along with the color palette to convey the passion and energy of the FIFA World Cup, highlighting key players as well as upcoming game dates. I wanted to make sure that country colors appeared equally throughout the system, either in a single visual like the posters or over time as seen in the banners.

Environmental

I wanted the identity to hold the same presence both inside of the stadiums as well as on the field.

Website

The website homepage features the current game prominently, allowing people to quickly know which teams are playing and where. It also allows people to gain info on stadiums and players, buy merchandise, plan transport, and buy tickets.

Mobile App / Social Media

Similarly to the website, the homepage of the app highlights the current game and allows you to see live updates. It also gives the user the abiltiy to view stats of past games. The social media featues images of players and fans as well as inormation about current and past games. The icon of the social page also changes color based on where the games are currently being hosted.

Game Ball

Every World Cup has a unique game ball designed for it, however, they have never been connected to the visual system of the event. For my proposed identity, I wanted the game ball to incorporate the visual elements I was utilizing in the rest of the identity.

Publication Co-Brand

I created a co-branded publication with the travel company Expedia that would be available in each country while the games are taking place. They would provide information about what to do in the countries outside of the games. Each magazine would have two sides; one that focuses on the more family oriented experiecnes, and one that focuses on the adult, night life activities.

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Cameron
Throgmorton

He / Him / His
Graphic Designer

Graphic Design
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