Jul 25, 2025
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My World Cup Identity
World events are one of my favorite design problems. Some of the best and worst brand systems have come from broad Olympic Identity programs that have the tough job of codifying and communicating a strictly defined set of messages. Every four years, the same design problems are reworked in a fresh context that, at best, reflects the changing landscape of world culture, politics, and thought. Even a brief look at the history of the Olympic torch feels like a visual history lesson with forms embodying a certain global zeitgeist. (Although Philippe Starck's Torch for the '92 Winter Olympics seemed ahead of it's time.)
The World Cup is one of these rare events that presents a global design problem with all its pitfalls: dumb it down to a one-size fits all solution? Use the opportunity to showcase the host country's culture? The trend seems to be the latter. And it can work and work beautifully. When a compelling universal solution isn't possible (and it hardly ever is), it makes sense to adopt the visual style and culture of the country hosting the event. But I started to question our brand mentality. Sure, a consistent logo is great for advertising, for merchandise, for building brand equity (if you really can build brand equity around such an impermanent institution). But what if the solution was more in line with the nature of the event — what if the communication was just as much of an international competition as the World Cup itself? Most people don't experience the World Cup from the South African World Cup Stadium, but from bar stools and corner pubs and couches and car radios and web browsers at work. And I would say the a good portion of our experience of these events is about communicating to our team, fellow fans, rivals, and refs. We wave flags and foam fingers and don jerseys, pins and paraphernalia as a form of aesthetic participation on the pitch. (South Korea developed its own national world cup brand around the awkwardly translated slogan "Be the Reds!". I will be proudly cheering for Park Ji-Sung and the reds in this years cup). The opportunities for and relevance of design at these events is far more rich than what is typically done. This year, I am designing my own World Cup, a World Cup that makes much more sense for the context I am participating in.
Context First, Design Later
This blog isn't beautiful — yet. But I wanted to decide what this blog will be before I design what this blog will be (a counter-intuitive notion for a designer).
The Field-Study Blog is going to be about context — about ideas+design within context of communities and social currents. It will be observations from the field — not the general field of design, but the field of experience and interaction. Field study is about design for context. Context is about people and interactions and community.
Occasionaly I will be posting problems, ideas, and inspiration with the goal of soliciting participation from someone more connected to the context of the problem/idea. Hopefully the network of readers and participants can help me reach out to thinkers that are in the field, on the ground, and willing to offer some insight.
More to come soon. Ideas first, then some design to fit the content and context of how this blog grows and evolves.