At a launch event in Berlin’s Olympiastadion, one of the 10 German stadiums which will host UEFA EURO 2024 Germany, UEFA unveiled a new tournament brand identity that aims to welcome everyone and to celebrate diversity and inclusion.
The brand refresh was led by a team at creative agency VMLY&R and was spearheaded by a new logo derived from UEFA’s 55 member associations’ flags and their respective colours assembled in various combinations and also reflecting the shape of the Olympiastadion’s famous roof.
The idea that football is where everyone belongs and the multi-channel identity is also showcased through a new brand film featuring stadium visuals, famous landmarks from each tournament host city and showing fans from everywhere coming together as one.
To further highlight that the EURO 2024 belongs to every fan equally, a unique font was developed considering all European alphabets.
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55 flags united by 6 shared colours+ Berlin's iconic Olympiastadion ️
= the UEFA #EURO2024 logo!
. . pic.twitter.com/zHTiwUQyew
— UEFA EURO 2024 (@EURO2024) October 5, 2021
“It is great to see the logo of UEFA EURO 2024 come to life at the iconic Olympiastadion,” commented UEFA president, Aleksander Čeferin. “From now, the tournament has a brand identity that reflects the ambition we have together with the host association and host cities: a EURO which is truly for everyone! For one month in 2024, we will be united by football in the heart of Europe.”
VMLY&R Branding Creative Director Hélder Pombinho added: “This is the beginning of a new era for UEFA EURO. This is the first time the tournament is hosted in one country, but genuinely belongs to every football fan.”
The campaign was created For UEFA by a team at agency VMLY&R which included Creative Director Hélder Pombinho, Creatives Mariana Lancastre, Ana Pessanha, and Bernardo Majer, Business Director Pedro Gonzalez, Project Manager Inês Batuca and Executive Director (Integrated Content EMEA) Carlos Baer.
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Hosted by three-time winners Germany in June and July, Euro 2024 will be played across 10 hoist cities – Berlin Cologne, Dortmund, Dusseldorf, Frankfurt, Gelsenkirchin, Hamburg, Leipzig, Munich and Stuttgart – with 24 nations competing for the title won by Italy in 2021.
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