World Cup bid could lead to branding work

England’s bid to host the 2018 World Cup, confirmed by the Football Association last week, could create opportunities for designers to work on its highprofile branding.


According to a spokesman for the FA, while the bid is still in its early stages and there are no plans to commission a marque yet, what generally happens is that ‘bidding countries create a logo for their campaign, and then, if successful, work with Fifa on a design for the tournament which incorporates the official World Cup logo’.


He adds that there is a ‘strong possibility’ that a design consultancy would be appointed to create the bid logo. However, he says, ‘We do have a sizeable and successful in-house design studio’ and the decision on who would create the branding would be in the hands of the bid team, which is yet to be appointed. Following the launch of the bid, the winning campaign will be decided by Fifa in 2011. The bid has been strongly backed by the Government and follows a decision by Fifa to end its policy of rotating the tournament between continents, which would have ruled out a European host in 2018.


The England bid could be up against Australia, the Bene lux states – the Netherlands, Belgium and Luxembourg – China, Mexico, Russia and the US, which have all expressed interest in hosting the event. The World Cup was last held in England in 1966, when the national side won the tourna – ment for the only time, beating West Germany in the final.

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