UEFA approached Jump with the identity and tasked it with developing expressions for the on- and off-air brands of the qualifying stages of both competitions.
The brand world has been designed to be easily recognisable for the fans of each of the 54 competing European nations.
Jump says that the ‘passion and ambition’ of fans and players has been the emphasis for the identity’s ‘visual motivation’.
The brand value ‘play with heart’ has led to the development of the heart symbol which appears with a team shirt, national badge and European Qualifiers word mark.
A strapline Inside the Fabric of the Game is a reflection of the positioning of the brand, which gives fans ‘a microscopic unique, view of the game of football,’ according to Jump.
As a whole, across all touchpoints, Jump says the brand is ‘a football world placed over the heart of every player, a world in which players and fans materialise from the strands and fibres of the national team badge.’
This theme is the anchor for opening and closing sequences and programme graphics.
The European Qualifiers have been reconfigured with qualifying split into a new Week of Football timetable which brings together all of the games into several distinct weeks of competition. The first of these starts on 7 September.
UEFA is looking to use these weeks to build greater fan engagement according to Jump.
Jump says the 30-second title sequences it has created for the European Qualifiers are ‘a celebration of the fans, the players, the pitch and the stadiums, which are all woven together to create a dynamic, distinctive, football world.’
They have been crated using a combination of CGI and green screen filming. Footballers featured are actors, meaning the team line-up can be customised to represent each national association. Shirts, shorts and sock colour can all be changed.