Dive Brief: 

• FIFA has unveiled the new logo for the World Cup 2018 in Russia. 
• The design seems to pull inspiration from Russian Faberge eggs with its shape and red, blue, and gold coloring. 
• The ambiguous design has people confused and they have taken to social media to share guesses on what they think it could be. 

Dive Insight:

The reaction to the World Cup logo just proves that even if something seems clear to the creative team that built it — that doesn't mean it will translate to the public. Regardless of the designers intent, the free flowing logo has certainly grabbed attention and that's positive.