Digital Arts: The new World Cup logo: designers on how it scores against WC logos of old

What are designers thinking about the new World Cup 2022 logo?

The 2022 World Cup has already caused a lot of controversy, but the divided opinion has now seeped into the design world. 

Alex Moulton, Chief Creative Officer, Trollbäck+Company 

I appreciate that the new World Cup identity brings together a distinct sense of location tied to cultural iconography. But it sadly misses the mark in its attempt to simultaneously feel both modern and classical, and depends on excessive ornamentation to the extent that it needs to be explained with an infographic (above). 

Even though the shape expresses motion and flexibility, the glossy rendering evokes a fragile ceramic quality, which effectively fights the energy and attitude of the sport. 

Functionally, I expect that it will be a very challenging logo to deploy because most of the details will be lost when viewed at small scales, especially within the constraints of digital media. 

Ultimately, I’m left with more questions than answers. Does it always require a dark colour background in order to be legible? Will it stand out when placed over photography or video? Is there a non-3D rendered version that will work on apparel or in two-colour print?

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