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LogoLounge 6 by Bill Gardner, Catharine Fishel

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(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:38
032-043_21373.indd 38 9/23/10 9:20 AM
38
LogoLounge 6
(Text)
Design Firm
FutureBrand
The Asian Cup 2011
Identity Design
Client
Project
Held only once every four years, the Asian Cup is a football competition
that raises extreme passions and hopes for fans and national teams alike.
It attracts the attention of literally billions of fans around the world. The
winning team is honored as the prestigious champion of Asia, and it auto-
matically qualifies for the FIFA Confederation Cup.
But there are other honors to be had as well. The 2011 Asian Cup will be
held in Doha in Qatar January 7–29, 2011. The Qatar Football Association
in conjunction with the AFC sought to host the 2011 Cup not only for the
recognition and business it would bring the country, but also in the hopes
that a successful event would elevate the country so that it would be in the
running for consideration for hosting the World Cup in 2022.
So, everything that Qatar did in presenting the 2011 Asian Cup—organiza-
tion, promotion, performance, and logistics—had to show that it could be
a world-class venue. For help in creating the identity and marketing for the
2011 Cup, the QFA group contacted FutureBrand’s Dubai office.
FutureBrand designers knew from the start that one idea unites football
fans worldwide: goal. The new identity would need to speak of the host
country, but it would also have to convey the sense of speed, excitement,
world-class talent, and pride in performance that would enrich the Asian
Cup games.
FutureBrand creative director Mark Thwaites says the client’s position-
ing statement included the following aspects: Arabic, competition, spirit,
sportsmanship, and excitement. His team’s first round of logo trials dialed
these attributes up and down in various combinations in what they called
an identity exploration quilt. The quilt was still for in-house use only, to help
them zero in on the strongest directions.
From the exploration quilt, the designers selected thirteen and then
nine specific directions to present to the client. “The designs were
selected because they provided a wide spectrum of potential ideas that
all achieved the attributes and positioning,” says Thwaites. “They all
The logo for The Asian Cup in Qatar 2011, created by FutureBrand,
is an exciting combination of the soccer ball, the globe, the oryx
(the national animal of Qatar), the region of Qatar, and the excite-
ment of football.
The client’s positioning statement included the
following aspects: Arabic, competition, spirit,
sportsmanship, and excitement.
achieved the desired attributes with different levels of youth appeal or
pure football appeal.”
The final nine were narrowed down to three. The feeling of motion and
excitement in the ball-in-net logo had the right feeling, but perhaps didn’t
say as much about Qatar. The lowercase design did better: It achieved
the desired attributes, had strong positive and negative balance, and was
completely appropriate for the region, says Thwaites.
But the crossed oryxes contained everything the client wanted—country,
Arabic, color, speed, gracefulness, two entities competing, all coming
together in an abstracted soccer ball.
“The two oryxes crossing became the two teams competing,” explains
Thwaites. “This one had the right sense of national feeling. But it still had
some problems with symmetry and with positive and negative space. The
ball looked more like cracked ice than a soccer ball.”
So, the team took the chosen design and moved it into refinement, where
it was simplified and the type was tweaked to better integrate it.
As the design was simplified, the stronger Arabic attributes were dialed
down. Line quality and color would add these qualities back in the next
stage of refinement.
(RAY)
Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:38
032-043_21373.indd 38 9/23/10 9:19 AM

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