From Concept to Championship: The Story Behind the “Atlas of Champions” Logo

When visitors enter the "Atlas of Champions" exhibit at UTA Libraries, one of the first things they encounter is a logo that brings together two distinct worlds: the history and artistry of cartography and the global excitement of soccer. 

The exhibit's visual identity was created by UTA Libraries staff members Evan Spencer, Outreach and Instruction Archivist, and Darryl Ward, Student Reference Associate, whose collaboration transformed an exhibit title into a visual representation of geography, history, and international competition. 

For Spencer, the development of the exhibit began with finding a title that could capture the project's full scope. A strong exhibit title, he said, should communicate the story behind the materials while creating a sense of connection for visitors. 

"When you're creating an exhibit, you want the title to capture the spirit of the entire thing," Spencer said. "You want somebody to see the title and think, 'That sounds cool, and I kind of know what it's about.'" 

The title "Atlas of Champions" brought together the exhibit's two central themes. The word "Atlas" reflects the collection of historic maps featured throughout the exhibit, while "Champions" represents the significance and international recognition of the world's premier soccer tournament. 

Once the title was established, the next step was creating a logo that would visually communicate the exhibit's connection between maps and soccer. 

That responsibility was entrusted to Ward, whose background in graphic communications and nearly three decades of design experience helped transform the concept into a finished design. 

"When I first heard Atlas of Champions, I started breaking down the words," Ward said. "I was thinking about Atlas from mythology, the Titan holding up the heavens, and how that imagery could connect with a soccer ball. A soccer ball is circular, the Earth is circular, and I wanted it to have that trophy feeling that connects to champions." 

The final design blends Atlas-inspired imagery, a soccer ball, and cartographic details. As the concept evolved, Ward also looked for ways to represent all 48 nations featured in the exhibit. 

"The first version was simpler," Ward said. "Then we started thinking, how can you choose just one map? That's not fair to everybody else. So, I came back with a grid system so I could try to get all the maps on there." 

The attention to detail within the logo reflects the same approach used throughout the exhibit. The design serves as an introduction, encouraging visitors to look more closely at the maps and the stories behind each one. 

"The goal with the front of the exhibit, seeing the entrance and the logo with the maps and everything, is that you get an immediate understanding of what this is," Spencer said. "It makes you want to see the maps closer and learn about them too." 

Extending the Experience Beyond the Exhibit 

The design work behind "Atlas of Champions" continued beyond the logo. Ward also created the exhibit's visitor guide, an interactive resource designed to help visitors engage with the exhibit and follow the excitement of the World Cup tournament. 

From the beginning, Spencer and Ward wanted the exhibit to include interactive elements that allowed visitors to connect with both the maps and the competition. The visitor guide became a way to extend the experience beyond the gallery space. 

The guide features all 48 maps in the exhibit, allowing visitors to learn more about each country while tracking tournament results. It also includes space to follow matches and record outcomes as the competition progresses. 

"We wanted to embrace that interactivity element," Spencer said. "The gallery guide is basically the exhibit in booklet form." 

Designed to complement the exhibit's visual style, the guide gives each country and map its own page, allowing visitors to focus on the individual stories represented throughout the collection. 

"We decided to let each country and each map have its own page to really let it be the focus," Spencer said. 

Available in both print and digital formats, the guide allows visitors to engage with the exhibit whether they are viewing the maps in person at UTA Libraries or following along from elsewhere. 

Bringing Creativity and Expertise to Life 

The creation of the "Atlas of Champions" logo and visitor guide reflects the collaborative work that takes place behind the scenes at UTA Libraries. Spencer's vision for the exhibit, combined with Ward's design expertise, helped create an experience that connects visitors with history, geography, and culture. 

"Darryl did an amazing job with the entire design of this exhibit, from completely coming up with the logo just based on the name," Spencer said. "Of course, we went back and forth, but he really brought it together." 

For Ward, the project provided an opportunity to apply his professional experience toward creating an engaging experience for the campus and community. Despite decades of design experience, he remains modest about his contribution. 

"I designed it," Ward said. "That's my job." 

His simple response reflects an approach that lets the work speak for itself. The finished logo and visitor guide showcase the creativity and attention to detail that helped bring the exhibit to life. 

Together, the logo and visitor guide help tell the story of "Atlas of Champions," connecting historic maps with the excitement of the 2026 FIFA World Cup. 

The "Atlas of Champions" exhibit is currently on display at UTA Libraries, inviting visitors to experience the histories, cultures, and stories represented by the 48 nations featured throughout the gallery.