Toronto based studio Public Address and LA based Works Collective have produced an identity that unites local female artists that celebrates Oceania’s heritage and Indigenous culture.

While previous Women’s World Cups have relied on depicting the trophy as its emblem the two creative studios aim to push against the grain this year by asking the local artists to bring in elements of their heritage and culture, therefore using design to “evoke the FIFA WWC23 as a unifying cultural force”.

For WWC23, the logo is made up of 32 squares which represent the 32 nations that will come together to compete. Arranged in a circular, radial formation, the studios say it’s a shared design element seen across many indigenous Australian and New Zealand cultures. For the tournament, it not only aims to signify the world’s best coming together in Australia and New Zealand, but also reflect the spirit and values of the host countries.

Contemporary Aboriginal artist Chern’ee Sutton also played a large part in the creation of the new identity’s shapes. The symbols used represent the fans, families and supporters who will travel to be a part of the tournament, while the line and circle details are common motifs in Australian art.

As for the New Zealand-inspired pattern, the studios worked with textile artist Fiona Collis. Her pattern aims to echo the coming together of people and cultures, with mountains represented graphically in a harmonious composition.

The colour palette marries the hosts’ flags and their natural landscapes.

New Zealand type designer Alistair McCreedy, who took inspiration from the radial motif and the squares that form it for the bespoke typeface.

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