FIFA needed an emblem to represent the two host countries of Korea and Japan; one that would be accepted by international culture, be creative and appropriate for merchandising and media, and maintain FIFA’s unique brand identity. Importantly, the identity needed to communicate the spirit of unity embodied by the world’s most popular sport.

The co-hosts wanted to bring the world together through this great tournament as well as demonstrate the harmony and unity that they could achieve together. Thus, Interbrand positioned the tournament as "shared excitement" and produced an identity that built upon the artistic principles and traditions of Korea and Japan. Interbrand also created the 2002 mascots and main event posters.