With one World Cup over, it is already time to start arguing about the next. The latest controversy focuses on the new logo design representing the celebrated global event. The new logo design was officially unveiled at the end of the 2010 games. It immediately was the center of argument. Here are a few of the reasons that many soccer fans are rejecting the new logo.

The use of a Z instead of an S in the country name.

When it was unveiled, the logo design featured the name of the country, which is normal for sports event logos. However, the name of the country was spelled with a Z instead of an S, because English has been used for several years in World Cup media. This upset many people, especially native Brazilians who prefer the S version. Does removing the country name altogether remove the problem? Not in the hearts and minds of Brazilians.

The prominent display of hands in the image.

There’s a reason the rest of the world calls it football. There are only a few times when a soccer player can use their hands. While it is clever to create an image of multicolored hands in the shape of the World Cup trophy, it may not be entirely an accurate representation of the sport or the host country.

One of the strangest juries ever.

This logo design was one of seven choices that a specially selected panel had to choose from. Who was on this panel? Several notables such as the Secretary of FIFA, Jerome Valcke, but also popular figures such as author Paulo Coelho, supermodel Gisele Bundchen, and pop singer Ivete Sangalo. Were these the most dignified dignitaries that the country had to offer? Are they a fair representation of the aesthetic taste of the Brazilian people?

A well liked predecessor.

Many people liked the old logo design, which was used when Brazil first made their bid to host the FIFA World Cup 2014. It was serious, relevant, and had the country’s name spelled correctly in its native language. It also looked good on t-shirts and other media, which is important for events such as this. The general feeling among many is that the popular original logo design should have been modified into a new logo, rather than starting from scratch. It’s possible that one of the logo choices had this option, but was shot down by a jury that is not exactly unanimously favored.

Unusual scale.

Most sporting event logos are larger in a horizontal direction so they fit neatly onto television screens and billboards. This one is tall and therefore will present a marketing challenge, namely how to fill all that empty space on both sides.

There are certainly many positive aspects to the new logo design. It has a color scheme that is more relevant to the host country, and a general tropical feeling. The design is clever, even if you are one of those who believe that hands are an inappropriate image for a soccer game. Many well loved logos begin their public life in controversy; we will see if this one follows suit.