New Brazil 2014 World Cup Logo

(ATR) FIFA president Sepp Blatter tellsAround the Ringshe is impressed with the new 2014 World Cup logo launched in Johannesburg.

"I like it because of the three hands going round. This is the human face of football," Blattersaid after the unveiling at the Sandton Convention Centre.

"It will be a great World Cup, of alegria... pleasure and joy," he said.

"This is about humanity because football is more than just kicking a ball. It is more than a game."

The Brazil 2014 emblem was launched at a lavishly staged 45-minute event that kicked off the country's four-year journey to the World Cup, as the 2010 tournament draws to a close in South Africa.

The logo's interlinking hands in the yellow and green of Brazil and shaped like a trophy aim to enhance Brazil's image as a warm, hospitable nation. The design is taken from an iconic photograph of three hands triumphantly raising the World Cup.

Packaged for Brazilian television, the launch event included speeches from Blatter, Ricardo Teixeira, president of the Brazil 2014 organising committee and Brazilian President Luiz Inacio Lula da Silva.

Teixeira gave an address to the 500 guests including international media after a video showcasing the football heritage of Brazil', five-time winners of the World Cup.

It also presented the modern face of Brazilian society and culture and its plethora of attractions. The logo launch also featured Brazilian bands Barbatuques and Bossa Cuca Nova and Grammy award-winning singer Vanessa da Mata.

Hailing the success of South Africa 2010, Teixeira said: "Now it is time for Brazil.

"One hundred and ninety million people will turn the World Cup into the greatest party in the world, a party of much joy and good organisation," he said.

"I can assure you the 2014 World Cup will be a perfect and unforgettable celebration. All of the world is already invited."

In his speech, Blatter emphasised that Brazil was the country of football. "There is no country in the world that you can identify with football. Let's forget for a few moments about Africa.

"Football is a religion in Brazil, everybody is into it. You have written the history of football because you are five times the world champions."

He recalled that Brazil had not hosted the World Cup since 1950 and South America not since 1978 when Argentina staged the tournament.

"It is time to go back to CONMEBOL," Blatter said, addressing the remarks in the direction of Teixeira, who heads the Brazilian football confederation, FIFA senior vice president Julio Grondona of Argentina and CONMEBOL president Nicolás Leoz.

"I am a very happy president today. I wish you success with preparations."

Pele is a no-show

Among the 200 FIFA dignatories and Brazil 2014 officials were in attendance. Other FIFA Ex-co members present included Michel Platini and Mohamed Bin Hammam, the presidents of UEFA and the Asian Football Confederation, and Germany's Franz Beckenbauer.

Oddly, Brazilian football legend Pele was not in Johannesburg to support the launch. The official explanation given by FIFA for his absence was that he had a prior commitment. But there is somespeculation that he has fallen out with Teixeira.

But a number of former Brazilian stars were in audience.

Cafu, Romario, Carlos Alberto Torres - scorer of Brazil's final goal in its 1970 World Cup win over Italy - and Carlos Alberto Parreira, who managed South Africa at the 2010 tournament and coached Brazil to win the 1994 World Cup.

Brazil's outgoing president Lula said he would do everything in his power to help 2014 organisers after he steps down as the country's leader later this year.

"I will always be a football lover and you can always count on my support for all that you need in order to provide the planet with the best World Cup. I am sure Brazil is capable of that," he said.

Praising the World Cup 2010 organising committee for delivering a magnificent tournament, he said: "The success of our African brothers represents a tremendous challenge to the Brazilian people.

"We are learning from them to ensure the 2014 World Cup will be an event greater even than this one. It is a big responsibility on ourshoulders but we are confident."

He added: "Brazilians love a challenge, we move forward on that basis. You can rest assured that we will present a World Cup as beautiful as the 2010 tournament."

Underlining the support at all levels of government, Lula said preparations for the 2014 edition would be done "in an extremely transparent manner".

"All expenditure will be published on the internet and can be analysed by any citizen on the planet."

Lula said the 2014 tournament - he made no mention of the Rio 2016 Olympics - represented a great opportunity to increase investment in infrastructure and to leave a positive legacy that would include a better quality of life for Brazilian people.

The next major milestone for 2014 World Cup organisers is the preliminary draw in July 2011.

INSIDER editor Mark Bisson reports from Johannesburg

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