Switch was appointed to design the Brand Identity and the Brand programme for the world’s largest sporting event, the 2010 FIFA World Cup. The brand identity reflected a dynamic combination of skill, culture, colour and pride which translated into a simple image that captured the essence of the world’s biggest football celebration in Africa.

Since the inception of the World Cup in 1939, FIFA has produced an Official Poster for every tournament which serves as a vehicle to communicate the FIFA World Cup brand across the globe. The official 2010 FIFA World Cup poster was designed by Switch and selected by South Africans in a nationwide poll. The conceptual idea was based on an invitation to the rest of the world to experience the celebrations, football skills and the warm welcome of Africa through a visual representation of a football player in the shape of Africa.