The corporate identity had to be different to the bid identity we had already designed as it was intended for very different audiences and purposes. Q22 also has to be relevant for a wide range of audiences including national and international businesses, government officials, sports organisations and local and overseas visitors. The corporate identity system needs flexibility and longevity to grow and evolve over the next 9 years, to keep pace with Qatar’s ambitions and as the committee’s vision is realised in the run up to the 2022 FIFA World Cup Qatar™.

Our primary inspiration was the diverse culture and heritage of Qatar. We created a dynamic canvas that would reflect the exciting and changing landscape of Qatar. For each of the 7 host cities, we identified unique characteristics, from natural origins to modern developments, to create a key brand property using colour, palette and texture to reflect the tradition and personality of the 2022 FIFA World Cup™ host nation.

The identity was launched in February 2012 and we continue to develop further brand assets as the system is rolled out across corporate communications, marketing collateral, merchandising and key events and exhibitions.