FIFA world cup 1970 for FIFA World Football Museum. Created by Jonas Bergstrand.

The making of the 1970 poster

FIFA World Football Museum

FIFA world cup 1970 for FIFA World Football Museum. Created by Jonas Bergstrand.

SUPERIMPOSED Played in feverish heat the World Cup of 1970 still managed to deliver stunning football. The concentration of legendary players has probably never been equalled, making this World Cup particularly cherished. For the first time the event was broadcast in full color, causing vivid memories in TV-sofas and bars around the world.

The 1970 tournament meant taking farewell not only of the original Jules Rimet Trophy but also of the player of the century: Pelé. To say that this edition of the World Cup is drenched in nostalgia is an understatement! Layers of superimposed photography provided a dreamlike nostalgic atmosphere perfect for the narrative. A warm and vibrant color palette, generous use of the official logo and the Helvetica typeface created an impression that fit both the event and time period.

FIFA world cup 1970 for FIFA World Football Museum. Created by Jonas Bergstrand. FIFA world cup 1970 for FIFA World Football Museum. Created by Jonas Bergstrand.

COLOUR AS NARRATIVE Unfortunately some key images were only available in black-and-white since newspaper printing in the seventies still relied more on monochrome photo reproduction. The poster concept needed a full color look to work properly so black-and-white shots had to be colorized.

FIFA world cup 1970 for FIFA World Football Museum. Created by Jonas Bergstrand.

Pelé and mexico 70

PELÉ AND MEXICO 70  The portrait shot of Pelé had, apart from being in black-and-white, another pressing problem: it contained nothing of his upper body. Somehow the design had to cover up the fact that his head was floating around in mid-air. By extending the lines of the logotype and wrap them around the portrait a graphic presentation of a collar was achieved. This treatment brought a dynamic angle for the type and also underlined Pelé’s status as the epicenter of Mexico 1970.

The cropping of the photo of Brazilian captain Carlos Alberto lifting the trophy below the collar construction produced a hint of a torso. And so the image of Pelé found its right and natural place in the poster. Once Pelé and the logo were in place the rest of the poster was arranged in a grid built round these two main elements.

FIFA world cup 1970 for FIFA World Football Museum. Created by Jonas Bergstrand.