Glitzy new Fifa Club World Cup logo channels Oscars energy for rebranded tournament

Fifa has released a new logo for the Fifa Club World Cup, as it ramps up to the first edition of its overhauled tournament across the United States next year. The new icon, revealed to much fanfare on social media, features the initials CWC abstracted and formed into the shape of a football, with space in the centre to spotlight the crests of all the event’s 32 qualifying teams.

Described by Fifa as “contemporary” and “minimal”, the branding offers the logo either as a flat graphic or a rather more glitzy, gold, 3D form on a black background, alluding to its hopes of becoming the biggest tournament in football. Previous logos have mostly centred the competition’s trophy (the well-known tall tulip shape topped with a football) as its icon, whereas this logo is comparatively stripped back, with closer visual association to music or films awards shows. The new logo is accompanied by a chunky, sans serif word mark, and a more Romanesque serif, all caps secondary typeface.

Fifa adds that the emblem will be “adapted and used for all future editions of the tournament” and takes inspiration rather broadly from “the ball, football history and culture”. The identity also comes with an audio signature many a sports fan will have well and truly drilled into their psyches – Freed from Desire by Gala. Fifa apparently collaborated with the Italian pop singer to integrate this track into the branding, tapping into its synonymy with the glory of other football events.

The Fifa Club World Cup is an international men’s association football competition, that will next year feature clubs from all six football confederations (UEFA, for example) across the world, including teams such as Chelsea and Real Madrid. It has previously struggled to get as much attention as the World Cup for national teams, but its rebrand is part of a campaign to change this. The tournarment takes place 15 June – 13 July 2025 across the US.