The concept for the newly unveiled logo for the FIBA Basketball World Cup 2023 stems from three key elements: a heart, the Naismith Trophy and the year 2023. The sideways heart symbolizes the passion for the game, while the Naismith Trophy is the dream for all participating teams in the World Cup. The “23” represents the year during which the spotlight will shine across three host countries: the Philippines, Japan and Indonesia. The three host countries all have a strong passion for basketball and this love of the game is embodied in the new FIBA Basketball World Cup 2023 logo, which will bring together millions of fans, with millions of hearts beating as one.
During the creative team in Portugal was developing a proposal of the brand identity for the world cup 2023, I have researched the Japanese local insight such as sensitive distinction in Japanese cultural context in each communication idea as well as translating headline, copy into Japanese language.