“The Beautiful Game of Thrones”
“The 2020 UEFA European Football Championship, commonly referred to as UEFA Euro 2020 or simply Euro 2020, will be the 16th edition of the UEFA European Championship, the quadrennial international men’s football championship of Europe organized by UEFA. It will be held in thirteen cities in thirteen different European countries during the summer of 2020. […] Former UEFA President Michel Platini said that the tournament being hosted in several nations is a ‘romantic’ one-off event to celebrate the 60th ‘birthday’ of the European Championship competition.” (Wikipedia)
Y&R BRANDING Lisbon
Brand New Review of EURO 2016
In 2020 UEFA EURO, the tournament will be played across all corners of Europe for the first time. The festivity of the tournament spreads across the continent where 13 host cities are all connected in one event. The idea of connection and unity is the inspiration for the brand. The universal symbol for connection is the bridge. Bridges are important landmarks in all major cities. They have a strong symbolic connection with the host cities. Bridges connect opposites, north and south, east and west. Just like football.
Images (opinion after)
I’ve reviewed a number of these UEFA identities over the years — I particularly liked last year’s — and they have all had a cool graphic euphoria to them that other sporting events lack or might deem to playful. 2020’s is my least favorite logo to date, with a slightly cheap-looking rendering of the cup and the oddly-proportioned, lackluster human figures. The rest of the identity, on the other hand, is super fun and amazingly done with a great set of illustrations that showcase the 13 different stadiums and cities in both two-dimensional and isometric versions, which all come together in a giant mega-city connected by bridges where soccer rules. The animations are great too. So, overall, I think this is more a great showcase for illustration as there is not much of a layout or application framework to see it in play; or at least not yet.