May 20, 2024

FIFA rebrands its museum with a new name and look

2 min read

FIFA has renamed and rebranded its museum, giving it a new name and logo.

The world’s football body has renamed and redesigned its museum, removing the word “world” from the title and replacing it with “FIFA Museum.” The shift is slight, but it represents the current administration’s shift in attitude and policy toward the project’s heritage.

According to a press statement, the rebranding takes effect immediately, and the museum’s aim will be refocused on “celebrating and conserving football heritage and culture globally.”

FIFA general secretary Fatma Samoura emphasized the shift in emphasis in the museum’s raison d’être, saying, “This rebranding is a huge milestone!” It begins a new chapter in the FIFA Museum’s essential cultural endeavor on a global scale.”

It also represents a commitment to the heritage project, which has not always found favor under president Gianni Infantino’s leadership, who used it as a stick to beat former president Sepp Blatter, filing a criminal complaint against Blatter and “other persons” over what the football body claimed were CHF 500 million museum project costs. 

“The previous administration splashed CHF 140 million into renovating a building that it doesn’t own, while also locking itself into a long-term rental agreement on unfavorable terms when compared to standard market rates, which, in total, will cost FIFA CHF 360 million by the date of expiration in 2045,” FIFA argued in support of its position.

The body now appears to have made peace with the expenditure and, more importantly, has assigned the museum a more integrated and cultural function. 

“The new brand identity, including its logo and colors, was created to underscore the museum’s close association with FIFA and its role as FIFA’s passionate, inspiring cultural institution in Zurich and around the world,” It said.

The ‘time wheel’ and the ‘central field of a football pitch’ are the two major aspects of the new logo. “As FIFA’s dynamic museum, its exhibitions, cultural and educational programs, will look both the past, present and the future, exploring the global phenomenon of football culture,” FIFA said.

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