FIFA.com is the largest sports event website in the world.
During the 2010 World Cup cycle, there were 8.8 billion page views.
The site has 5 million members and is a place where people can
engage in conversations and discuss all things football. The brief
was to revisit the FIFA.com Club logo as it was not aligned with
the rest of the FIFA CI. FIFA.com is a worldwide brand which is why
the agency recommended a logo that was the exact opposite of
a typical football club usually represents, that is, heraldry, exclusivity and locality. Thus, the challenge became: how do we express the concept of a club in the context of global football?
If we abandoned the idea of heraldry we could create a
club that was recognised as a worldwide community.
By using faces to create a football pitch, both universal symbols, we were able to express the idea of bringing people together. In a virtual stadium, we gave them the opportunity to engage in conversations and share their thoughts and views.