The curtains just came down on the 2019 Women’s World Cup in France. The USA emerged the winners after beating the Dutch team.
Unlike the men’s version that has been around since the 1950s, the first women World cup was staged in 1991 in China.
Since then it has been hosted in Sweden- (1995), USA-(1999 and 2003), China again (2007), Canada-(2015) and France (2019)
The different tournaments have also had the practice of having an accompanying logo/emblem. It is important to be aware of the appearance of the trophy before you proceed as it will go a long way into helping you have a better understanding of the logo reviews
You can read more about the Women World Cup trophy here.
Here is a break down of the logos, together with the slogans, to the different editions from the latest to the earliest.
France 2019 – Dare to Shine
France has always stood out on many fronts. The 2019 Women World Cup logo was in celebration of France’s taste in fashion and style. A depiction of the traditional mariniere stripes is what you see wrapped around the trophy. The stripes are an iconic symbol of French fashion for centuries. The early French soldiers also put on the striped uniforms.
The top of the trophy depicts a stylized football that almost hints at the logo used for the Men’s World Cup held in Russia in 2018. The ball is surrounded by eight slivers or light to represent the eight editions of the FIFA World Women’s Cup.
2015 Canada – Coast to Coast
You just can’t fail notice the shape of the maple that is red on the Canadian national flag. The shape was also the outline of the canvas to showcase Canada’s fauna, flora, mountains, and cityscapes as the elements that the country is known for.
Adjoining, the goal of the logo was to present the country as ambitious, modern, and passionate.
Germany 2011 – Arena Deutschland
What jumps at you with this logo is the simple depiction of the aerial view of a stadium enclosed with the German national colours of black, red and gold.
At the right is the icon of the world cup trophy..
China 2007 – Beautiful Game, Beautiful Goals
The logo doesn’t have direct idea jumping at you but is so full of symbolism. The logo is inspired by the Chinese calligraphy to represent the spirit of global unity and harmony of the women’s competition. The logo shows the FIFA brand colours of dark and light blue. The graphic curvy features showing a fluid movement go upwards to bring out the expressive spirit of the trophy.
The logo depicts the US’s national colours of white, red and blue. If the logo looks generic or rushed then that is excusable. The games were to be hosted by China but then there was a SARS virus outbreak. The US stepped in to to rescue the situation.
It is the reason why China hosted the subsequent edition in 2007.
USA 1999 – This Is My Game. This Is My Future. Watch Me Play
Even the two versions couldn’t salvage the situation. This logo just doesn’t get in my opinion. The long tagline did nothing to help too.
The design elements of the logo all look so African; The colour palette of yellow, green and red.The style of the typographical forms points to Africa too.
The depiction of the profile of woman with long hair is perfectly complemented with the circling typography. The symbolic upward pose of the head aimed to capture the athleticism, dynamism and elegance of international women’s football that was to be showcased in the country between the dates shown at the lower side of the logo.
The football icon emphasizes the game in question.
The color palette of blue and yellow is very inspired by the emblematic Swedish flag.
China 1991 – Raising the Game, Blazing the Way
China was the country that had the privilege of hosting the first edition of the women world cup, and the evidence of humble beginnings is square in the seeming mediocrity of the logo.
Apart from the background of circles enclosing the world map and human figure running after something with a Chinese character, most of everything about it is so deep for my understanding.
But let’s give it to them for the tagline: Raising the Game, Blazing the Way. So cool and relevant as we look at the games eight editions later.