World Cup Soccer Graphic Designs and Campaign Projects - Essay Example

WORLD CUP SOCCER GRAPHIC DESIGNS AND CAMPAIGN PROJECTS School: Lecturer: 0. Introduction Football or soccer, to some, is regarded as the most beautiful, captivating and popular sport in the world. The football world cup, a tournament held after every four years, boasts of having billions of fans watching the coveted sports; an estimate of about 45% of the world population. Before commencement of a new football world cup period, every person, fans, teams and media become excited over it. This is seen as they come up with graphics inform of pictures, films, logos and campaigns. In promoting the spirit and anxiety of the football world cup, artists and designers have been creating beautiful collection of football inspired graphic designs and campaigns; this is not only tied to one country but a worldwide engagement. The graphics designs and campaign examples provide different meanings and messages. 1.1. Evolution of football world cup designs and campaigns Since 1930 when the first football world cup was held, the competition has been adopting a unique visual identity; this is demonstrated from thousands of graphics in form of logos, posters, pictures, adverts and campaigns during the competition period. One of the earliest football world cup tournaments was held in Uruguay in 1930, during which a poster like banner was designed by the event organizers to show the presence of world cup. The graphic poster was a drawing of an impressive goalkeeper making a save. The art was an example of abstract, traditional and deco type style of design, but the positive thing of it created an evolution leading to the embrace of other graphic designs like logos and emblems in football. The world cup football competitions that followed were held in Switzerland in 1954 and England in 196. In two the Word Cup tournaments, logos having Swiss cross and Union Jack graphs were used respectively. As the competition evolved and grew, countries hosting continued to establish their visual identity, for example during 1970 to 1998 world cup competitions graphics were based on simple patriotism. The logos designed by hosting countries were characterized with traits of the country’s name, colors and balls. Spain for example, being the host in 1982 designed their logo to have a flag that was sporty and modernized and this was manifestation of patriotism (Naylor, 2013). The best of the graphic designs was witnessed during the 21st century and to the present. Majority of the graphics were based on high, creative and innovative concept of symbolism. Artists and graphical persons did create designed logos and pictures that symbolized themes of the competition, and geographical environments of the host country. In South Korea in 2002 the competition logos and pictures were designed to express a campaign of Asia, Korea and Japanese histories and cultures. The graphical designs were captivating to the viewers telling them more of what is expected not only in the football pitch but also in the country at large. Historically, Japanese and Korean art designs are based on concepts like dynamism, harmony and asymmetry which were captured by the artists’ work. After the 2002 world football competition more of graphic symbolism was then adopted in world cup competitions. The Germans campaign theme for hosting the world cup in 2006 was based on attracting the world to celebrate together with its citizens. The event organizers wanted the entire world to celebrate happiness, joy and smile that the country was to offer during the world cup competition. The campaign project was improving the image of Germany to the rest of the world as a hospitable country. Graphical designs of logos and pictures expressed how cheerful and relaxed Germany as a country is, and how it will manifest itself during the one month football competition. The campaign theme was artistically designed to have a friendly and conducive environment that the entire world would celebrate. The African world cup in 2010, held in South Africa was intended to bring out the positive side of Africa and South Africa as a country. The graphic designs of logos, pictures were centered on the African color scheme (black) that leans on both Africa and the host country. All graphical designs brought out the competition theme that the continent is united, living peacefully, progressing and carrying out excellent endeavors (Naylor, 2013). The latest world cup competition held in Brazil had its graphics and campaign bring out a different dimension of competitive bidding on graphic designs. Event organizers sourced graphic designs for their logo from 25 different agencies in Brazil competitively. The winning agency was expected to design the best world cup logo that would broadcast Brazil theme of modernity and diversity. The winning graphic logo was an iconic photograph showing three hands rose holding the world cup golden trophy in celebration. The raising of hands was also symbolic as it showed the hands interlinking creating a humanitarian scenario of helping each other. Both hands were painted in Brazils colors of yellow and green which symbolized how the host country welcomed the world cup competition, and entire world to Brazilian shores. 1.2. World cup campaign projects Before any world cup competition begins, event organizers sit to organize and come up with world cup campaigns 2 to 3 years to the competition. The world cup campaigns focuses on goals to be achieved within the specified period. In early years i.e. late 20th century, event organizers did form project campaigns to promote simple patriotism among its citizens. The main aim of this was for them to work hard and defend their country through competitions like football world cup. Before commencement of 2004 world cup in USA, the country was well known for other sports like American football and basketball, and no keen interest or attention was placed on football as a game. The event organizers in USA came up with a world cup campaign project dubbed as ‘building on the one nation one team campaign.’ The project campaign was to attract and create awareness to American people that the world cup is at home soil, and they should come to cheer up the National team. The project campaign in USA was successful as they were able to get the required targets (Naylor, 2013). The world cup of 2014 that was recently held, Brazilian event organizers contacted ESPN to carry out a campaign project that was focused on capturing the passion of the game perfectly. The campaign consisted of 32 world cup 2014 posters containing superstars from the participating countries. The world and football fans would be attracted to watch and cheer their superstars from various country of choice during the world cup competition (Naylor, 2013). 1.3. Role of graphics and project campaigns in football world cup Graphics and campaigns have become useful tools and techniques in supporting the football world cup among citizens, countries and media. The graphics are used by marketers during the world cup period to campaign for their products and services. Marketers concur that through graphics, it is easy to get a perfect message to align companies brand and products with the global sporting event. Good creative and innovative product designs passes messages that is enjoyed by millions of fans who conceptualize that marketers understand the game, fan likes and audiences. The marketing concept is seen during the world cup period where multinationals come up with creative products and short film designs (Naylor, 2013). Organizations benefit from being creative and agile thus reducing costs in their marketing budgets, an example is Lowe agency that recognized the opportunity after the white spray was used to mark free kick spots. The agency created a world campaign prototype design which uses diminishing socks marks to market and strengthens its brand. Last summer football world cup saw Media creating designs to capture its audiences to use their channels. BBC media created short design films that would help in support world cup coverage, the designs created a sweeter and family friendly approach to world cup campaign. The BBC film coverage was characterized with some combined live action and animation of branded teams, characters names of national teams ready for an expedition. The creativity attracted audiences to listen to BBC world cup coverage (Naylor, 2013). In crafting captivating design work of art, special considerations need to be taken to create a visible world cup, and to pass the right message to the audience. The world cup fever has created an avenue for artists’, themes for example, use of graffiti abstraction that was used to design the USA national team world cup poster. The football world cup event has geared more marketers and media to create their own campaigns basing on major soccer events and competitions (Naylor, 2013). 2.0. Conclusion Soccer world cup is a global event that covers billion of viewers. The excitement built during the world cup period as seen in individuals and organizations coming up with graphic designs and campaigns from all kind of design which include logos, pictures, emblems. The graphic designs serve different purposes depending on artist’s motives; some have been used to capture audiences, create awareness, marketing or to pass a theme. The use of project campaigns and graphic design has become a useful ingredient during the football world cup period. Reference Colin, Naylor. (2013) .Contemporary designers, Sainsbury: UK, St James Press publishers Read More