FIFA unveils modern and Unique brand identity for the Women's World Cup 2023

FIFA unveils modern and unique brand identity for the Women's World Cup 2023 to be held in Australia and New Zealand.

Local artist Fiona Collis created the design representing New Zealand, while Aboriginal artist Cherny Sutton created the design for Australia.

Fifa said - 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 – celebrating the new expansion to 32 participating nations, and an element commonly seen across the indigenous cultures of Australia and New Zealand – is a prominent part of the design.

Speaking about the new identity for the FIFA Women’s World Cup 2023, Fatma Samoura, FIFA Secretary General, said:

“Women’s 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’s football competition. We can’t wait for it to begin!”

FIFA Women’s World Cup 2023 CEO Dave Beeche noted that the launch of the brand is a meaningful milestone in the tournament’s preparations:

“Unveiling this dynamic and innovative brand is a key milestone for the host countries in the journey to 2023. We are proud to see our Māori and Indigenous Australian cultures play a key role in the creation of this powerful and unique global brand. We believe it’s 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’s sport and gender equality.