FutureBrand combines sport with Qatari icon to create new AFC Asian Cup 2011 brand

Working with the Qatar Football Association (QFA) and the Asian Football Confederation (AFC), FutureBrand created a unique brand identity that combines the passion of football with unique aspects of Qatari national identity.

The brand mark features two opposing Oryxes within a stylized football, celebrating the intensity of the game while also paying tribute to the host nation.

William Shintani, Executive Director for FutureBrand in Dubai, stated:

"We are very proud of this exciting work and think it demonstrates how strong design can balance meaning and excitement. We worked very hard to try to encompass a love of competition with a cherished Qatari icon."

The 2011 tournament's brand identity was unveiled to a select group of prominent business community leaders, local and regional media and members of the Local Organising Committee.

The 2011 tournament's brand identity was unveiled by the current AFC President, Mohamed bin Hammam.

Commenting on the new brand, Mohamed bin Hammam said, "This is another accomplishment for Qatar in its desire to become a major sporting center. The new logo signals the country's commitment to athletic competition and is a beautiful depiction of our national treasure and love of sport."

Qatar will play host to the AFC Asian Cup in 2011 for the second time in the tournament's history. Bringing together the best 16 teams from across Asia, the tournament is the most coveted prize in Asian football.