Creative Action | Qatar 2022 Brand Development
We are an international design agency specialising in brands and environments.
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A Celebration Of Football

We developed the Qatar 2022 World Cup bid brand identity and applications.


Qatar 2022 has set out to be a completely new type of World Cup™: hosted in the nation bringing together both East and West, a united nation with big dreams and aspirations brimming with sporting passion and potential, truly reflecting the FIFA™ slogan “For the Game; For the World”.


The Qatar 2022 committee wanted to take their existing logo and develop it into a living and breathing brand that would truly reflect those values and show the spirit of this World Cup™ across multiple media and applications.


The challenge was to develop the brand so it is perfectly in line with the existing logo but takes it a step closer to the values of passion, dreams and aspirations, infinite possibilities and unity. 


On the other hand, we wanted the identity to have an Arabesque style, to indirectly connect with Arab world and not lose its sense of belonging.


We created ‘Infinite Dreams. One Goal’ working motto that helped us retain clarity of the project objective – visualising the ambitions, passion and unity of Qatar and the region. Taking the pentagon inspired logo as our starting point, we built a brand that was both exciting, modern and dynamic, while still incorporating traditional Arabesque patterns and shapes.