INS unveils World Cup identity

The official logo of the 2002 FIFA World Cup, designed by Interbrand Newell and Sorrell, was launched this week.

The circular identity was created at INS’s London office in consultation with offices in Tokyo and Seoul. For the first time in the event’s history, the logo features the World Cup trophy as a central stylised feature.

“The logo builds on the artistic principles and traditions of Korea and Japan, such as asymmetry, dynamism and harmony, to live up to the high quality of design for which they are renowned,” says INS international project director Andy Milligan.

Creative director Chris Lightfoot says the shape is “highly relevant. The circle has been part of Asian culture for many centuries, having symbolised the universe, sun, world and even life itself. A sector of the outer circle has been left open to symbolise the route to the trophy, and the colours reflect the vibrant mix of all the teams in the World Cup.”

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