Brazil Monday, June 23, 2014

Just the word itself - “Bra-zil” - conjures up images of sun, energy (read sex), carnivals, dancing and beaches. So why don’t I feel any of these when looking at the 2014 FIFI World Cup logo? Because this is more about ‘football’ I hear you say, especially to a country that has won five of the 19 World Cups! 

The role of an Official Emblem is to provide a strong, visual representation of both the event and the host country. How do you characterise a nation with a rich cultural heritage, but also, according to the GINI coefficient index, a country that ranks as one of the world’s highest nations of inequality. The richest 10% of Brazilians receiving 42.7% of the nation's income, while the poorest 34% receive less than 1.2%. 

To project these twin dimensions – Brazil’s modernity and its diversity – FIFA and the Brazil LOC invited 25 Brazilian-based agencies to submit designs for the 2014 tournament. Over 125 submissions were received. 

The inspiration for the winning design came from the iconic photograph of three victorious hands together raising the world’s most famous trophy. The interlinking hands, also depict the uplifting humanitarian notion.

 Visually I didn’t receive the “sun, sex and sand” identity I was expecting, instead, a down-to-earth identity that genuinely and honestly reflects life within the host country.

Here are some other national emblems for you to enjoy:

I finish this month’s WLM with a very loud … 

“En-ger-land”. 

 See you next month.