The World Cup has become one of the most anticipated and celebrated sporting competitions on the planet, watched by about half of the world’s population. Countries spend years and billions of dollars preparing to compete—not to mention hosting the Cup. Brazil spent $14 billion this year. Clearly, this is a branding success story of phenomenal proportions. How has the World Cup brand evolved over time? Every four years, FIFA selects a host nation and they design the event in their vision, revealing not just how the host country views itself, but how our world has changed—and design along with it. Believe it or not, the World Cup had no logo until the 1950s; by 2014, the logo was created with animation in mind demonstrating the kinetic nature of brands today. What stories do these graphic identities tell about their moments in time and our shared global experience? We reached back in branding history to find out.

We’ve also created a SlideShare version of our World Cup infographic so you can easily download the file if you like!



  1. Brian Swenor

    Soccer has become one of my favorite sports to watch. The World Cup is for all the people of this planet!

    July 10, 2014
  2. Beatrice

    Wow, this is a great historical write up. Informative and fun trivia without a bunch of unnecessary hoopla. Thanks!

    July 10, 2014
  3. Beryl Wang

    Love this! I’ve been well educated on soccer this week working with Josh and Samantha. Just the right amount of facts and fun.

    July 10, 2014
  4. Claudia El-moor

    Great information, beautifully organized. Let’s just disconsider the interpretation made for this year’s logo. To say the least, it was badly designed. And that’s sad.

    July 11, 2014
  5. Cindy Friedman

    Such great and timely information for soccer and design fanatics.
    Love the 1950′s work and the simplicity of Mexico 70 and 86.
    Thanks Liquid!

    July 13, 2014
  6. alfredo Muccino

    And a big congrats to Germany for winning the 2014 World Cup! I happened to be in Berlin for their record-breaking defeat of Brazil. I wish I could have stayed for the final match of the tournament. I assume that Berlin celebrated big!

    July 14, 2014
  7. Julian Pscheid

    Very cool insight into the history of the World Cup. I enjoyed this very much–thanks for putting this together!

    July 14, 2014

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