The typeface aims to reflect the characteristics of the women competing in the competition: bold, modern and dynamic. The letterforms take inspiration from the circular motif and the squares that form it. The typeface was designed by New Zealand type designer Alistair McCready.
Chern’ee Sutton created the Australian pattern, which represents the many fans, families and supporters who will travel to be part of the event. The New Zealand pattern was created in collaboration with local textile artist Fiona Collis. It aims to speak to the coming together of people and cultures, whilst the collective mountains within the composition of the pattern hope to evoke inclusivity, convergence and the power of the collective.
Public Address chose the colour palette to look beyond the hosts’ flags and towards Australia and New Zealand’s natural landscapes, drawing a vibrant range of colours from the regions’ rainforests, earth, mountains, water and cities.
Although most sporting events take their visual-identity cues from the symbol of the trophy, Public Address and Works Collective used this opportunity to partner with female artists in Australia and New Zealand, where the Women’s World Cup 2023 will be held, and to draw on elements of local heritage and culture.
The 32 squares in the emblem represent the 32 nations that will compete for the Fifa Women’s World Cup 2023. The design project team, made up of collaborators from over 10 countries, aimed to convey a truly global representation. The circular motif, a shared design element seen across many indigenous Australian and New Zealand cultures, was used in the identity for the football event to signify the world’s coming together in Australia and New Zealand.