Narrativas visuais, cultura e design: uma proposta de identidade visual para a Copa do Mundo FIFA 2030

Abstract

This study analyzes the visual identity and graphic design of the FIFA World Cup as strategic tools for representation and communication in sports mega-events. Considering the World Cup as a global phenomenon that transcends sport, mobilizes passions, and significantly impacts the cultural and economic spheres of host nations, the research exam￾ines how culture, history, and local symbolism influence the construction of visual narratives. To this end, the visual identity of the 2014 FIFA World Cup, hosted in Brazil, is analyzed to understand how cultural elements were integrated into its official materials. Based on the insights derived from this case study, the project then proposes a conceptual visual identity for the 2030 edition, to be hosted by Portugal, Spain, and Morocco, addressing the unprecedented challenge of integrating three distinct national identities into a cohesive graphic system. The study aims to contribute to the understanding of how culture shapes mega-event branding and to offer theoretical and practical support for designing visual identities that promote symbolic legacy and celebrate cultural diversity.