5G Today

Client: ZainKSA
Agency Network: Leo Burnett MEA (Middle East & Africa)
Published/Aired: U/K
Posted: Dec 3, 2019

Qatar 2022 | Passion, dreams and aspirations, infinite possibilities and unity.

The Opportunity 

Qatar 2022 has set out to be a completely new type of World Cup: hosted in the nation bringing together both East and West, a united nation with big dreams and aspirations brimming with sporting passion and potential, truly reflecting the FIFA™ slogan “For the Game; For the World”.


The Qatar 2022 committee wanted to take their existing logo and develop it into a living and breathing brand that would truly reflect those values and show the spirit of this World Cup™ across multiple media and applications.

The Challenge 

Was to develop the brand so it is perfectly in line with the existing logo but takes it a step closer to the values of passion, dreams and aspirations, infinite possibilities and unity.



The Result
Created ‘Infinite Dreams. One Goal’ brand mission that helped retain clarity of the project objective – visualising the ambitions, passion and unity of Qatar and the region. Taking the pentagon inspired logo as our starting point, we built a brand that was both exciting, modern and dynamic, while still incorporating traditional Arabesque patterns and shapes.

The emblem’s design embodies the vision of an event that connects and engages the entire world, while also featuring striking elements of local and regional Arab culture and allusions to the beautiful game.

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