FIFA World Cup™ US Bid 2018/2022

Brand Identity, Book Design

Graphic program and book design for the United States bid to host the FIFA World Cup™ games.

Pentagram has designed the graphic program for the United States bid to host the FIFA World Cup™ games in 2018 and 2022. In December 2010, FIFA, soccer’s official governing body, will select two countries from a group of eleven that are now bidding to host one of the two tournaments. The games are the world's largest sporting event.

Over the past several months Pentagram has collaborated with the USA Bid Committee to create a vibrant and cohesive graphic program that captures the unique spirit of a US-hosted World Cup™. The identity centers on a phrase, “The Game is in US,” and utilizes a custom-designed typeface called Game and a bold multicultural color palette to convey the unmatched enthusiasm and amazing diversity of soccer fans in the US.

Pentagram is also designing the official bid book, promotional materials and the core graphic program for the host cities. A campaign is launching this week with a website, designed by Blue State Digital, where visitors can sign a petition to help bring the games to the US.

Pentagram previously designed the identity for the 1994 FIFA bid

Brand Identity
Book Design
New York
Luke Hayman
Michael Gericke
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