June 7, 2019

POSTED BY

Rafael Esquer

CATEGORY

The Logos of the FIFA Women’s World Cup – 1991 to Present

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The eight edition of the FIFA Women’s World Cup kicks off today. In anticipation of the international tournament, I’ll walk you down memory lane by reviewing its current and past logos. Overall, there is lots of room for improvement but I’ll let you decide. It’s worth noting that its graphic …

new york branding sports graphic design agency
The eight edition of the FIFA Women’s World Cup kicks off today. In anticipation of the international tournament, I’ll walk you down memory lane by reviewing its current and past logos. Overall, there is lots of room for improvement but I’ll let you decide. It’s worth noting that its graphic design has improved since the first game was played in 1991. As a bonus, I also included all the slogans I was able to find.

Without further ado, here they are…

France 2019 – Dare to Shine
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This logo celebrates France’s strong association with fashion and style by wrapping the historic trophy in the traditional mariniere stripes. The origin of the stripes goes back to early soldiers’ uniforms. In addition, the mariniere stripes are an iconic symbol of French fashion. The top of the trophy depicts a stylized football surrounded by eight slivers or light representing the eight editions of the FIFA World Women’s Cup.

Canada 2015 – Coast to Coast
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Canada’s visual identity for the 2015 World Cup served as a canvas to showcase the elements the country is known for including, fauna, flora, mountains, and cityscapes. All these elements are enclosed into the shape of the well-known maple leaf, the symbol for which Canada is known for. The goal of this logo was to present a country that is ambitious, modern, and passionate.
The US team beat Japan in the final with a score of 5-2.

Germany 2011 – Arena Deutschland
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This logo was designed by Stuttgart advertising agency WPV. It features a stylized stadium with three stripes in the national colors of Germany, black, red, and gold. An icon of the trophy is shown on the upper right corner.
In one of the most exciting finals the game has seen, the Japanese team defeated the US on penalty kicks (3-1).

People’s Republic of China 2007 – Beautiful Game, Beautiful Goals
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The emblem for China 2007 is full of symbolism. As a whole, it represents the spirit of global unity and harmony of the women’s competition. It takes as inspiration the artistic principles of Chinese calligraphy. The graphic curves, fluid movement, and upward spirit of the design echo the graphic expression of the trophy. In addition, it shows the FIFA brand colors of dark and light blue.
In China 2007, the German team took home the trophy.

USA 2003
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The Women’s World Cup in 2003 was originally being hosted by China but, due to the SARS virus breakout, it was moved to the US at the last minute. This might be the reason for the 2003 logo. It feels rushed and generic. The colors are, of course, red, white, and blue. The font reminds me of the design trends of the era.
However, the event was exciting with the final match won by Germany.

USA 1999 – This Is My Game. This Is My Future. Watch Me Play
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The third edition of the FIFA Women’s World Cup drew record crows across the country. Even though the event was in the US, the logo is misleading: it looks African with its bright color palette of yellow, green, and red and the style of its typographic forms.
Nevertheless, the final played by China vs the US was a nail-biting game. The score was 0-0 with was ultimately won by the US on penalty kicks (5-4).

Sweden 1995
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This identity has a very ‘Olympics’ feel to it. It showcases a stylized drawing of a heroine’s profile looking upwards. The typography and the icon of a football all complement the main image. The color palette is an obvious choice inspired by the emblematic Swedish flag.
The champion team was Norway.

People’s Republic of China 1991 – Raising the Game, Blazing the Way
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China hosted the inaugural FIFA Women’s World Cup. The logo is very forgettable which can be due to being the first time the event took place. It features a silhouette of a female soccer player kicking a circle with a Chinese character in the center. The background shows the map of the world inside two circles colored in a light blue.
Which team won the very first FIFA Women’s World Cup? USA!