The International Federation of Association Football (FIFA) recently unveiled the brand new identity system for the 2026 World Cup, which includes the representation of the trophy, host year, and participating countries. This World Cup will be jointly hosted by three countries, namely Canada, Mexico, and the United States, and it will be the first-ever World Cup with 48 national teams participating. The unveiling ceremony for the logo took place at the Griffith Observatory in Los Angeles, with the presence of FIFA President Gianni Infantino.
The 2026 FIFA World Cup will be held in the summer, featuring 104 matches taking place in 16 host cities across Canada, Mexico, and the United States. This new brand identity system aims to convey the unique diversity of the upcoming 2026 World Cup. The emblem showcases the authentic image of the trophy and introduces a prominent number 26, representing the perspective of the stadium and the shape of the ball.
The new brand identity aims to showcase the World Cup trophy and represent the 48 participating countries, while providing a template for the logos of the 16 host cities. The logo primarily uses a monochromatic palette of black, white, and gold to accentuate the image of the trophy. The number 26 is presented in the form of squares and quarter circles, representing both the angularity of the stadiums and echoing the circular shape of a football. The number 26 is composed of 48 of these units, symbolizing the participating 48 countries. Furthermore, the logo introduces a bold design element for the host year, designed to not distract from the focus on the event and trophy elements.
While the logos of each host city can be personalized based on their cultural and geographical characteristics. For instance, the logo for Los Angeles features a wave pattern, reflecting its beach location, whereas the logo for San Francisco depicts the Golden Gate Bridge.
FIFA has announced that this new brand identity will provide a recognizable brand structure for the coming years. In addition to the main logo, there are 16 logos representing the host cities, which are based on the World Cup main logo but incorporate different colors in the design of the number 26 to showcase the cultural and geographical characteristics of each city. The brand identity also includes a wordmark logo that incorporates the number 26 in a smaller proportion, as well as an auxiliary font called Noto Sans. Furthermore, various patterns have been designed to highlight the emblem of the number 26.
此次品牌形象的发布活动在美国洛杉矶举行，同时推出了“WE ARE 26”活动。该活动通过代表主办城市的人物和地点的肖像，旨在表达世界杯扩大多样性的努力。FIFA主席吉安尼·因凡蒂诺表示，“WE ARE 26是一个集结呼声”，这是三个国家和一个整个大陆共同迎接世界、打造最大、最好、最具包容性的FIFA世界杯的时刻。
The unveiling event for this brand image took place in Los Angeles, USA, along with the launch of the "WE ARE 26" campaign. This campaign aims to showcase the efforts of the World Cup in expanding diversity through portraits of individuals and locations representing the host city. FIFA President Gianni Infantino stated that "WE ARE 26" is a rallying cry, a moment when three countries and an entire continent come together to welcome the world and create the biggest, best, and most inclusive FIFA World Cup.
This new brand image system aims to highlight the unique diversity of the 2026 World Cup and communicates the significance of the World Cup trophy, participating nations, and host cities through its emblem and related elements.