The logo is called “Inspiration”, and was created by Brazilian agency Africa. The design stems from an iconic photograph of three victorious hands together raising the world’s most famous trophy. As well as depicting the humanitarian notion of hands interlinking, the portrayal of the hands is also symbolic of the yellow and green of Brazil warmly welcoming the world to their country. The logo was unveiled at a ceremony held in Johannesburg on 8 July 2010.
FIFA and the Brazil LOC invited 25 Brazilian-based agencies to submit designs for the Official Emblem of the 2014 tournament and the task of picking the winner was awarded to a high-profile seven-strong judging panel consisting of CBF chairman Ricardo Teixeira, FIFA executive secretary Jérôme Valcke, supermodel Gisele Bundchen, architect Oscar Niemeyer, writer Paulo Coelho, singer Ivete Sangalo, and designer Hans Donner.
Brazilian graphic designer Alexandre Wollner has criticised the design, suggesting that it resembles a hand covering a face in shame, as well as the process through which it was chosen, which had a jury that excluded professional graphic designers.
The tatu-bola, an armadillo that defends itself from predators by rolling up into a ball, was chosen as the official mascot by FIFA at a ceremony organised by LOC (Local Organizer Committee) on 11 September 2012. The mascot was first introduced to the public during a segment of the news show Fantástico. The name was chosen after a public voting process and announced during the show on 25 November. 1.7 million people and more than 48 per cent voted for Fuleco, ahead of Zuzeco (31 per cent) and Amijubi (21 per cent), making it the unanimous winner. The mascot proved hugely popular within Brazil, with approximately 89 per cent Brazilians having seen the mascot and has been seen as a likeable character – he scores an average of 7.3 out of 10 on appeal.
“Fuleco” is a portmanteau of the words “Futebol” (“Football”) and “Ecologia” (“Ecology”) (also, nicknames finished with -eco are popular in Brazil). The other two proposed names were Amijubi (“Amizade” (“Friendship”) and “Júbilo” (“Joy”)) and Zuzeco (“Azul” (“blue”) and “Ecologia” (“Ecology”))