• FIFA Women's World Cup 2023 Logo / Branding

We wish to commemorate and delve into the emblem of the FIFA Women’s World Cup Australia & New Zealand 2023, aiming to express our admiration for its captivating brand identity.

This time around, the absence of the conventional trophy concept brings an immediate sense of rejuvenation. In its place, we are greeted with a vibrant explosion of colors, artfully incorporating distinct cultural elements, and accompanied by a potent new slogan: “Beyond Greatness.”

The brand identity and emblem are rooted in the local landscapes, showcasing the vivid hues drawn from both host nations. It forms a remarkable tapestry of rainforests, the embrace of Mother Earth, mountainous terrains, and urban cities, all interconnected by the waters of both countries. Each of the 32 participating nations is symbolized by a corresponding color square, with the indigenous cultures of Australia and New Zealand weaving seamlessly into the fabric of this design.

“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 colors and diversity of the national team strips taking part in the ultimate women’s football competition. We can’t wait for it to begin!” Fatma Samoura, FIFA Secretary General.

Upon closer observation, the logo reveals even more intriguing nuances. Football stands resolutely at the core, a pivotal force around which everything else orbits.

The typography of “FIFA WOMEN’S WORLD CUP,” meticulously crafted by Alistair McCready, radiates boldness and dynamism, akin to the indomitable women who will shine on the field. Adjacent to the title, a simplified yet evocative representation of the coveted trophy—the aspiration of every participating and supporting nation—stands as a challenge, boldly laid down right from the outset.

Branding. The identity was first revealed in 2021, designed by studios Public Address and Works Collective, working with local artists Chern’ee Sutton and Fiona Collins and local type designer Alistair McCready.

Tournament Slogan
Opening Ceremony