The logo sits at the heart of the identity and brings together the cultural and symbolic elements that define the tournament. Its form is built from the silhouette of the AFC Asian Cup™ trophy, reinterpreted through references drawn from the region. The sweeping lines echo the feathers of the falcon, a bird closely tied to Qatari heritage, and the petals of the lotus, a flower celebrated across Asia. Both symbols share a sense of ascent and resilience, with the lotus rising above water and the falcon lifting into the sky. Together they create a mark that expresses pride, ambition and the collective spirit of Asian football.

The wider creative approach centred on authenticity and unity. The typography and colour palette drew inspiration from Qatar’s natural landscapes and architectural forms, evoking a sense of warmth, prestige and regional connection. Every element was designed to perform seamlessly across a wide range of touchpoints, from broadcast and digital platforms to stadium and fan experiences. This included the creation of individual stadium looks for all eight host venues, ensuring each environment felt unique yet aligned with the overall identity. The system allowed the brand to live dynamically at both local and global scales.

The result is an identity that embodies the spirit and ambition of Asian football while honouring its cultural roots. The AFC Asian Cup Qatar 2023™ became the most successful edition in the tournament’s history, welcoming more than 1.5 million fans across 51 matches and achieving 7.9 billion digital impressions, establishing a new global benchmark for the competition.