The new World Cup logo and the art of brand evolution

Written by Mark Haveron, Chilli's Studio Manager with over 30 years experience and industry knowledge, primarily in the FMCG sector.

In the midst of World Cup fever‍, we asked our football-mad Studio Manager, Mark to give us his thoughts on the ‘beautiful game’ and the new logo design unveiled for the 2026 tournament.

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Whenever a new World Cup logo is unveiled, the reaction is usually the same. Some people love it. Others hate it.
Social media quickly fills with comparisons to previous designs and debates about whether the new version is better or worse.
But behind those opinions sits a challenge that every brand owner faces, whether you're managing a global sporting event or a product on a supermarket shelf.

How do you stay relevant without losing what makes you recognisable?
It is a question at the heart of every successful rebrand.
Here at Chilli, FMCG packaging design is our bread and butter… It’s what excites us the most when a client comes to us with those magnificent words, “we need a brand refresh”. 

Recognition is one of your most valuable assets

Brands spend years building recognition. Consumers do not just recognise logos. They recognise colours, shapes, typography, imagery and packaging. Together, these elements create familiarity and trust.

In FMCG, this is especially important. Purchasing decisions are often made in a matter of seconds. Shoppers are not analysing every product in detail. They are scanning shelves, looking for cues that help them make quick decisions.

That is why rebranding is rarely as simple as updating a logo. Every visual asset carries value. Every change has an impact. The challenge is understanding which elements should evolve and which should remain.

Why the best rebrands do not
start again

One of the biggest misconceptions about rebranding is that success comes from creating something completely new. In reality, the strongest rebrands are often surprisingly subtle.

Look at many of the world's most recognisable brands and a common pattern emerges. Rather than reinventing themselves, they refine what already exists.

They simplify visual systems. They improve consistency. They modernise typography. And they adapt to changing consumer behaviours and digital platforms.

What they rarely do is abandon the assets that consumers already recognise. That is because familiarity has value.
Consumers want brands to feel current, but they also want reassurance that they are buying from the same trusted company they have always known. The most successful rebrands strike a balance between the two.

The World Cup challenge

The World Cup is a good example of this balancing act.

Its visual identity needs to work across digital channels, broadcast graphics, merchandise, sponsorship assets and social media content.
It must appeal to audiences across different countries, cultures and generations.

While each tournament introduces something fresh, the identity still needs to feel connected to the heritage and prestige of the competition. The objective is not to erase the past. It is to build on it. The same principle applies to commercial brands.

Evolution beats revolution

Many businesses feel pressure to change because competitors are changing or because trends have moved on.

However, change for the sake of change rarely delivers results.
The most effective brand refreshes are driven by clear objectives. Perhaps packaging is not standing out on shelf. Maybe the brand has become inconsistent across different channels. Perhaps the identity no longer works as effectively in digital environments.

These are all valid reasons to evolve a brand. The goal is not simply to look different. The goal is to perform better. A successful rebrand should make it easier for consumers to find, understand and choose your brand. If recognition is lost in the process, the cost can be significant.

Packaging is where it matters most

For FMCG brands, packaging is often the ultimate test of a brand refresh. Consumers may never visit your website or engage with your social media channels. They may never see your latest advertising campaign. But they will see your packaging.

That is why packaging redesigns require careful consideration. The strongest redesigns retain the visual assets consumers already recognise while improving clarity, navigation and shelf impact.

Sometimes that means simplifying cluttered designs. Sometimes it means strengthening hierarchy or improving standout. What it rarely means is starting from a blank sheet of paper. The brands that succeed are usually those that understand what consumers value about their identity and protect those elements throughout the redesign process.

Looking ahead

The debate around every new World Cup logo serves as a useful reminder that people care about the brands they know. That is not a challenge. It is an opportunity.

The strongest brands understand that relevance and recognition
work together.

Consumers want brands to move forward and reflect changing expectations. At the same time, they want familiarity and confidence in the choices they make. The art of successful brand evolution lies in knowing what to change, what to keep and how to bring both together.

Whether you are managing a global sporting event or a product on a supermarket shelf, the principle remains the same. The best brands do not abandon their heritage. They build on it.
So, if you’ve got a brand that needs a refresh, or a full redesign, contact us and we’ll be more than happy to help you!
Or, if you just want to chat football and the World Cup, then Mark’s your man!!

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