The 2010 identity is unique, vibrant and dynamic, graphically encapsulating the African continent while more intimately dipping into South Africa's rich and colourful heritage for inspiration.

The graphic figure strikes a resemblance to the earliest rock art paintings for which our country is also famous. This figure is caught in mid-action performing a bicycle kick - a style of play that captures the flair of African football.

The figure is lucid, energetic and indirectly illustrates an inherent passion for the beautiful game. It is kicking a football upwards - an invitation from Africa to other nations of the world to join the game.

The actual ball is a modern representation of a football, suggesting that it belongs to FIFA. And for the first time ever, this ball that has traveled across the globe will touch African soil.

The colourful backdrop behind the figure represents the South African national flag. The ‘swishes' extend upwards, from south to north, reaching out to the world. They embody the energy, diversity and fiery passion of our country, and they symbolise the rise of the rainbow nation.

The typeface is an original creation. It reflects our personality and reinforces the idea that in South Africa we do things uniquely. It is playful, naïve and free-spirited. It is also bold, welcoming and friendly.

The logo is celebratory in nature and energetic in its feel.