AFCON 2023 Identity: A Beautiful Story of Strength and Unity through Football
The new AFCON identity - designed by Designwerk, an independent, full-service creative agency - pays homage to the richness of the Ivorian culture and the continent of Africa as a whole
On February 11, 2024, the men's team of Côte d’Ivoire, the host nation of the 2023 TotalEnergies CAF Africa Cup of Nations, came from behind, in a scintillating performance, to beat the men’s team of Nigeria to the title, making them the latest champion of the biggest national football competition in Africa.
According to the Confederation of African Football (CAF), the governing body of African football and organiser of the competition, the final match between the two nations was televised in more than 170 territories, making it the most-watched AFCON in the history of the competition.
Patrice Motsepe, the president of CAF, also noted that about two billion people globally watched the 2023 Africa Cup of Nations (AFCON) - which has been described as the most exciting AFCON ever. “We have had close to two billion people watching AFCON globally. We should be proud as Africans and the next one will be even better,” he said.
Last year, in preparation for AFCON, CAF and the Côte d’Ivoire Local Organising Committee (“LOC”) unveiled a new identity for the tournament, being the first time in over a decade the identity was changed.
“This is the first time in over a decade that CAF has given the TotalEnergies CAF Africa Cup of Nations identity a new look – once again demonstrating CAF’s commitment in making the event in Cote d’Ivoire next year the best in living memory of the competition,” the announcement noted.
The new AFCON identity - which was designed by Designwerk, a London-based independent, full-service creative agency - pays homage to the richness of the Ivorian culture and the continent of Africa as a whole, while beautifully representing the essence of African football and the splendour of the host nation.
Speaking about the significance of the identity at the time of the unveiling, General Secretary of CAF, Veron Mosengo-Omba said, “The unveiling of the TotalEnergies CAF Africa Cup of Nations Côte d’Ivoire 2023 identity marks an exciting milestone in our journey towards the tournament in 2024. We are aware that we are getting nearer and nearer to the big moment in January next year.”
AFCON 2023 Identity: A Beautiful Story of Strength and Unity through Football
The new AFCON identity, inspired by the vibrant tapestry of African heritage, tells a beautiful story of strength and unity through football and captures the spirit and unrivalled energy of African football. “At its core lies the majestic elephant tusk, which holds dual meaning; the symbol conveys the strong representation of Cote d’Ivoire, symbolising the nation’s rich footballing history and its vital role in hosting this prestigious tournament,” the governing body wrote in its statement.
“The six tusks represent the six groups that will compete in the competition, embodying the diversity and unity that Africa exudes.”
The identity also features five balls, elegantly showcased to symbolise the African Cup of Nations trophy. “These spheres signify the pinnacle of achievement, the ultimate prize that awaits the victorious team at the culmination of their relentless pursuit of glory,” it explained.
“A colour palette carefully chosen from the flexible hues of Côte d’Ivoire adds a visual spectacle to the logo. The vibrant shades encapsulates the vivacity and diversity of the host nation, captures the captivating allure of the host nation and the cultural richness that permeates every aspect of Côte d’Ivoire.”
Designwerk, the agency behind the new identity, notes, “Some brands have incredible power. Power to influence. Power to inspire and excite. Power to move people deeply. When the Confederation of African Football came to us with a new project, we knew that we were dealing with the mother of all powerhouses: The African Cup of Nations.”
It adds: “As the biggest football competition in Africa, AFCON holds a unique and deeply impactful place in the continent’s culture. It was our privilege to create a brand that unifies and celebrates the very best of African football, bringing together the fans for whom AFCON represents the ultimate pride and glory.
“Developed from hundreds of sketches in three key elements, the new identity takes its cues from the elephant’s tusk and the structure of the competition itself. The result is a symbol that feels modern without losing soul, that flexes in feel without compromising on meaning.”
The identity was designed to express energy, says Designwerk. “Movement is at the heart of the brand – from the swift skill of the players, to the swell of a cheering crowd and the rhythm of their celebration. To instil this energy in our creative platform, we isolated four graphic expressions unique to AFCON football: the Drums, the Song, the Cheers, the Dance,” DesignWerk explains.
The mark was paired with a san serif typeface that represents the bold simplicity of the Zaouli dancing masks, and captures the bounce and dynamism synonymous with African football. “To top it off, we customised the A – a slight nuance that brings strong presence to the wordmark and allows us greater scope for typographic applications and animations.”
