Lambie-Nairn, a leading branding and design consultancy, has created a new identity system for Qatar's 2022 bid for the FIFA World Cup. Qatar 2022 sets out to be a completely new type of World Cup; compact for the benefit of the fans and the environment, customised to the interests of the teams and the promise to create a strong legacy for the sport in the entire region.

In addition, it will be the first time the FIFA World Cup will come to the Middle East, a region brimming with sporting potential.

Christian Schroeder, CEO of Lambie-Nairn explains: "In order to generate the support required for a successful bid, the brand needs to communicate these unique benefits on a national Qatari level to generate support, on a regional level to secure the backing of its neighbours in an underdeveloped football region, and perhaps most importantly, providing FIFA with the opportunity of continuing its strategy of bringing the World Cup to the world."

Supplied with a simple logo, Lambie-Nairn has created an identity system that is incredibly flexible to keep work fresh as it's realised across hundreds of applications and a broad media mix. Drawing inspiration from the youthful vibrancy of the Arab state and the passion and energy of football, the extensive identity includes a suite of bold football illustrations, dynamic photographs, bespoke calligraphy, a newly commissioned font and a world of colours and textures that standout both on-screen and in print. The work has made the shortlist of Lambie-Nairn entries into the Corporate Identity category of Cannes Lions 2010.

FIFA will announce their decision on 2022's host country in December 2010. This year's FIFA World Cup kicks-off on 11 June in South Africa.