Erik Spiekermann an honorary professor at the College of Art in Bremen and a former president of the International Institute for Information Design speaks into what many logo designers make think these days: The 2006 FIFA World Cup™ logo contains too much info and is badly presented.
This may especially hurt Chris Lightfoot and Andreas Abold.
Chris Lightfoot, now owner of Whitestone International, has worked as FIFA Marketing’s primary creative director, and also is the creative director leading the 2006 FIFA World Cup Emblem design. For reference, the same design group was also in charge of designing the 2002 FIFA World Cup™ Official Mascots and of the FIFA Additional Events.
Andreas Abold, proprietor of the agency abold was commissioned by the OC to work alongside their London counterparts Whitestone on the design of the logo.
He said: “We wanted to wet the appetite for what will hopefully be an upbeat FIFA World Cup …our goal was to convey, via a symbol, the incomparable emotions that can only be evoked by football”.
Indeed the logo is colorfull and cheerful. It could be a great logo for a kindergarten! Just remove the german country colors (black, red, yellow) to the left and insert the kindergarten’s name and it should fit perfectly.
Well, soccer is a game where men gather and share their deepest emotions – from joy to disappointment. So the logo should fit.
What is more on my nerves is that the logo constantly reminds me of german TV spots by fast food chain McDonalds. Their primary slogan is: McDonalds – I love it!. What you see are happy families and friends gathering in one of their restaurants constantly smiling with joy. Wouldn’t the FIFA logo fit perfectly into McDonalds poster here ?
What Abold really wanted to say was probably: We wanted to wet the appetite for what will hopefully be an upbeat hamburger …our goal was to convey, via a symbol, the incomparable emotions that can only be evoked by Mickey D’s.
Well, it is always easy to criticise.
I bet 98% of the soccer fans do not waste one thought on the logo. All what is important is the next game.
Enjoy it! And your burger.
Links
Interview with E. Spiekermann
