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Vibrant and dynamic new brand identity for FIFA Women\u2019s World Cup 2023\u2122 includes distinctive cultural elements, bold new slogan and rich sonic identity; Beyond Greatness\u2122 \u2013 new tournament slogan aims to unite and inspire people around the world through the power of the FIFA Women\u2019s World Cup\u2122 and women\u2019s football; To experience the full live show and learn more about the new brand identity, please click HERE (https:\/\/fifa.fans\/3mk9dVe).<\/p>\n<\/p>\n
FIFA has revealed an exciting and bold new brand identity for the FIFA Women\u2019s World Cup Australia & New Zealand 2023\u2122, incorporating a vibrant new visual approach that aims to unite and inspire people around the world through the power of the FIFA Women\u2019s World Cup\u2122 and women\u2019s football.<\/p>\n
The brand identity and emblem incorporate the vibrant local landscapes and rich colours of the two hosts, building a palette based on the rainforests, earth, mountains, cities, and water of the two countries. A radial motif featuring 32 colourful squares \u2013 celebrating the new expansion to 32 participating nations, and an element commonly seen across the indigenous cultures of Australia and New Zealand \u2013 is a prominent part of the design.<\/p>\n
The motif symbolises not only the world\u2019s best teams coming together, but also the spirit and values of the two host countries radiating back out into the world, with football at its core.<\/p>\n
Speaking about the new identity for the FIFA Women\u2019s World Cup 2023, Fatma Samoura, FIFA Secretary General, said:<\/p>\n
\u201cWomen\u2019s football continues to grow and Beyond Greatness, the new slogan perfectly captures where FIFA wants to take the female game in the hearts and minds of football fans worldwide- Beyond Greatness. The new brand identity beautifully reflects the expansion of the tournament from 24 to 32 teams and evokes the colours and diversity of the national team strips taking part in the ultimate women\u2019s football competition. We can\u2019t wait for it to begin!\u201d<\/p>\n
The brand identity made its first public appearance in a live show featuring FIFA Chief Women\u2019s Football Officer and New Zealander Sarai Bareman, Australian striker Kyah Simon and New Zealand forward Hannah Wilkinson. During the show, which was broadcast on Optus Sport in Australia and Sky TV in New Zealand, the guests discussed the meaning behind the ambitious new tournament slogan, the dynamic emblem, and the overall look of the brand, which incorporates unique patterns created in collaboration with local indigenous artists.<\/p>\n
Speaking during the show, Sarai Bareman was inspired by the vision behind the brand:<\/p>\n
\u201cThe core purpose of the FIFA Women\u2019s World Cup is to showcase women\u2019s talent. Everything we\u2019re trying to achieve for women in football and women in society will be on display for the world to see in Australia and New Zealand.<\/p>\n
\u201cIt\u2019s a movement and we want everyone to be part of it. You\u2019re going to see an amazing display of the best athletes in the world, two beautiful countries, and two amazing cultures. It\u2019s unique, like this emblem. It\u2019s unlike anything you\u2019ve seen before. Get behind it!\u201d<\/p>\n
In addition to the dramatic visuals, a bespoke sonic identity for the tournament entitled Unity<\/em>, created by renowned electronic musician and producer Kelly Lee Owens, was unveiled. Owens, who made a special guest appearance during the broadcast, explained that the music was inspired by the same ideals and values that lead to the creation of the Official Slogan: Beyond Greatness\u2122.<\/p>\n FIFA Women\u2019s World Cup 2023 CEO Dave Beeche noted that the launch of the brand is a meaningful milestone in the tournament\u2019s preparations:<\/p>\n \u201cUnveiling this dynamic and innovative brand is a key milestone for the host countries in the journey to 2023.\u00a0 We are proud to see our M\u0101ori and Indigenous Australian cultures play a key role in the creation of this powerful and unique global brand.\u00a0\u00a0 We believe it\u2019s a fitting symbol of our plans to deliver a tournament that will not only take players and fans Beyond Greatness, but continue the incredible momentum already underway in the growth of women\u2019s sport and gender equality.\u00a0<\/p>\n Australians and New Zealanders are looking forward to extending our famous \u2018down-under\u2019 hospitality to all visitors, to celebrate the world\u2019s biggest female sporting event in our beautiful countries.\u201c\u00a0\u00a0<\/p>\n The FIFA Women\u2019s World Cup 2023 will see the world\u2019s top players compete for the greatest prize in women\u2019s football from 20 July to 20 August 2023. The expanded format will feature 32\u00a0teams for the first time and is the first to feature hosts from two confederations.<\/p>\n Several assets, including a video, images and quotes from the live show, are available for editorial use. To download, please click HERE (https:\/\/bit.ly\/3mmbhME).<\/p>\n For the latest news and information on the tournament, visit FIFA.com\/WomensWorldCup<\/a> or use the hashtag #FIFAWWC.<\/p>\n<\/p><\/div>\n