Beyond Greatness™ – a new brand identity for a new world ahead of the FIFA Women’s World Cup Australia and New Zealand 2023

  • Dynamic and innovative, the FIFA Women’s World Cup brand identity includes many distinctive cultural elements, a bold logo and a rich musical identity.
  • Beyond Greatness™ aims to unite and inspire people around the world through the power of women’s football and the FIFA Women’s World Cup™.
  • To rewatch the launch of the new brand identity and learn more about it, click here .

FIFA has revealed the bold and exciting brand identity that will define the FIFA Women’s World Cup Australia and New Zealand 2023™. Based on a unique visual approach, the identity aims to unite and inspire people around the power of women’s football and especially the FIFA Women’s World Cup.

The brand identity and logo include landscape images of the hosts, as well as the colors that distinguish them. Thus we find sketches of forests, lands, mountains, cities, and stretches of water. One of the main elements of the design is a circular pattern of 32 squares of all colors. This was not chosen at random, far from, as it illustrates the increase in the number of participating teams and addresses a graphic element that is widespread in the two countries’ indigenous cultures.

The idea primarily symbolizes the convergence of the best teams in the world, but it also symbolizes the projection on the world, through football, of the state of mind and values ​​of the two host countries, particularly from a football point of view.

Commenting on the identity of the FIFA Women’s World Cup 2023, Fatma Samoura, Secretary General of FIFA, said:

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“Women’s football continues to grow and transcend greatness! The slogan of the competition thus perfectly reflects how much FIFA wants to take women’s football, especially in the hearts and minds of football fans around the world. The brand identity impressively illustrates the increase in the number of teams Participation from 24 to 32 countries, considering the colors and diversity of the different national teams participating in the main competition of women’s football. We can’t wait for it to start.”

The brand identity was revealed at a live event attended by New Zealand Women’s Football Director Sarai Barman, Australian striker Kah Simon and her New Zealand counterpart Hannah Wilkinson. Broadcast on Optus Sport in Australia and Sky TV in New Zealand, the event saw guests discuss the brand’s range, logo and design, which includes unique designs created in collaboration with local artists.

During the ceremony, Sarai Barman said that she was particularly inspired by the vision presented by the brand:

“The main objective of the FIFA Women’s World Cup is to highlight the best female talent. In Australia and New Zealand, the whole world will be able to notice everything we are trying to achieve for women in football and in society.

It is a movement and everyone should be a part of it. The competition will be an extraordinary showcase for the best players on the planet, the two wonderful hosts and their wonderful cultures. It will be unique, just like the logo. You’ll never see anything like it. Support him! »

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In addition to the visuals created for the occasion, a specific musical identity was also revealed during the ceremony. Title lonlinessIt’s the work of composer and producer Kelly Lee Owens, and he’s a real big name in electronic music. While attending the ceremony, Owens explained that she was inspired by the same ideals and values ​​at the origin of the official logo. Beyond Greatness™.

Dave Beachy, President and CEO of the FIFA Women’s World Cup 2023™, said the launch of the brand is an important step in the preparations.

“For the host countries, introducing this dynamic and innovative brand is a major step towards holding the competition in 2023. We are particularly proud of the references to the indigenous cultures of my brand, which are strength and unique. We believe this is a perfect representation of what we aim to achieve ahead of the competition. During and after: to empower Beyond Greatness players and supporters and harness the momentum generated by competition to advance women’s sport and gender equality.

Australians and New Zealanders alike are looking to live up to their reputation for hospitality and celebrate with visitors from around the world the biggest women’s sporting event in our beautiful countries. »

The 2023 edition will see the world’s best players compete from July 20 to August 20, 2023 for the most prestigious trophy in women’s football. Two new elements distinguish this competition: a new format with 32 teams and an organization across two associations.

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