Futurebrand produced a ‘spirit guide’ and brand strategy for Uefa’s Euro tournaments in June which informed the development of the identity, having asked 16 000 respondents the question ‘What is unique about the competition and the host countries?’, says the consultancy’s European head of strategy and innovation Adrian Goldthorpe.
‘We developed a body of evidence based on what fans were thinking, working with fans, TV stations and football federations to make a spirit guide showing visual evidence for a permanent tournament identity,’ adds Goldthorpe.
Futurebrand, which has worked on strategy projects with Uefa since 2006, has designed the Champions League and Europa League identities, and Brandia Central brand design master Helder Pombinho lead the design on the Euro 2004 logo when he worked at marketing group Euro RSCG.
The identity, accompanied by the tagline ‘Creating history together’, will now tour Gdansk, Pozan, Warsaw and Wroclaw in Poland, and Donetsk, Lviv, Kharkiv, and Kiev in Ukraine – the eight host cities. It will be accompanied by the work of light artist Gerry Hofstetter.
Uefa president Michel Platini says, ‘I think that the vivid colours of the logo are a perfect fit with the image that Poland and Ukraine want to give the world.’
He adds, ‘The symbolism of a plant that grows is fully in line with the aspirations of the two host countries, and I am sure that we will be creating history together with the staging of the Uefa European Football Championship in central and east Europe for the first time.’