A Kaleidoscope of Football: Why I’m Loving the New World Cup Look

As someone who’s grown up obsessed with football, the World Cup has always been more than just a tournament. It's a proper summer moment. That feeling of being outside in a sunny beer garden, surrounded by mates, flags waving, pints clinking, and the world sort of stopping for 90 minutes. There’s nothing like it. It’s pure joy.

So when I saw the new branding for the 2026 World Cup, it hit me in a big way. It’s bold. It’s bright. It feels alive. And more than anything, it captures that buzz I always associate with the World Cup.

This time, FIFA have done something different. They've kept the design simple but powerful. The core logo is a strong “26” with a photo of the actual World Cup trophy set into it. It’s the first time they’ve used the real trophy image in the branding, and it gives it a solid, iconic feel.

What I love most though is how the design expands beyond that. Each host city across the US, Canada, and Mexico gets its own colourful version of the logo, with patterns and graphics inspired by local culture. It’s clever, but not fussy. It lets the artwork flex and change while still being recognisably part of something bigger.

As a designer and image maker myself, this really resonates. I’ve always been drawn to big shapes, bold colours, movement and repetition, and this system is full of that energy. The animated shapes, the overlapping layers, the joyful palette — there are so many crossovers with how I think and work visually. It feels celebratory and modern, but also rooted in something familiar.

For me, football has always been about connection. Whether that’s in a park, a pub, or in front of a screen with a bunch of strangers who all suddenly feel like your best mates. And this identity captures that spirit beautifully. It’s vibrant, inclusive, and full of possibility. Just like the game.