On a hot evening in Los Angeles, from the picturesque Griffith Observatory overlooking the Hollywood sign, FIFA president Gianni Infantino revealed the branding for the 2026 World Cup.

It’s a landmark date in the build-up to any major tournament. The carnival-inspired trophy for the 2014 World Cup in Brazil and the red, white, and blue shield for the 1994 World Cup in the United States; the color scheme, the logo, and the mascot become tied to the tournament they represent. It creates anticipation and fuels excitement. This iteration, however, feels less inspired.

Unlike the Stars and Stripes that adorned the iconic logo from ‘94, nothing screams America about this design. According to FIFA, its inclusive branding, simple and highly customizable. It’s a logo that can easily be transferred and used across merchandise, and there will be unique color patterns and slogans for each host city.

SOURCE: THE ATHLETIC