The Australia & New Zealand 2023 FIFA Women’s World Cup is set to unite and inspire people from around the world following the announcement of their exciting and bold brand identity, featuring the slogan ‘Beyond Greatness’.
The reveal – which was conducted by FIFA and can be watched here – incorporates a vibrant new visual approach that aims to bring people together from across the world through the power of the FIFA Women’s World Cup and women’s football.
The brand identity and emblem includes the vibrant local landscapes and rich colours of the two host nations, building a palette based on the rainforests, earth, mountains, cities, and water of the two countries.
A radial motif featuring 32 colourful squares – matching the new expansion of participating nations, and an element commonly seen across the indigenous cultures of Australia and New Zealand – is a prominent part of the design.
The motif symbolises not only the world’s best teams coming together, but also the spirit and values of the two host countries radiating back out into the world, with football at its core.
FIFA Secretary General Fatma Samoura on the new identity:
“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,” she said.
“The new brand identity beautifully reflects the expansion of the tournament from 24 to 32 teams and evokes the colours and diversity of the national team strips taking part in the ultimate women’s football competition. We can’t wait for it to begin!”
The brand identity made its first public appearance in a live show featuring FIFA Chief Women’s Football Officer and New Zealander Sarai Bareman, Australian striker Kyah Simon and New Zealand forward Hannah Wilkinson.
Speaking during the show, Bareman was inspired by the vision behind the brand:
“The core purpose of the FIFA Women’s World Cup is to showcase women’s talent. Everything we’re trying to achieve for women in football and women in society will be on display for the world to see in Australia and New Zealand,” she said.
“It’s a movement and we want everyone to be part of it. You’re going to see an amazing display of the best athletes in the world, two beautiful countries, and two amazing cultures. It’s unique, like this emblem. It’s unlike anything you’ve seen before. Get behind it!”
FIFA Women’s World Cup 2023 CEO Dave Beeche noted that the launch of the brand is a meaningful milestone in the tournament’s preparations:
“Unveiling this dynamic and innovative brand is a key milestone for the host countries in the journey to 2023,” he said.
“We are proud to see our Māori and Indigenous Australian cultures play a key role in the creation of this powerful and unique global brand.
“We believe it’s a fitting symbol of our plans to deliver a tournament that will not only take players and fans Beyond Greatness, but continue the incredible momentum already underway in the growth of women’s sport and gender equality.”
The FIFA Women’s World Cup 2023 will see the world’s top players compete for the greatest prize in women’s football from July 20 to August 20, 2023. The expanded format will feature 32 teams for the first time and is the first to feature hosts from two confederations.
