| Story | UEFA Euro is a European football tournament that is usually hosted by one country, with a brand identity tied to that country. But, for 2024, although the event is taking place in Germany, its identity represents, and invites, everyone. Our logo transforms a stadium into a home for football and all its fans, making them the real focus of UEFA Euro 2024. We also chose to represent fan diversity with accuracy, making sure everyone would feel seen and invited through a series of unique illustrations. And, finally, we also created a bespoke typography based on all alphabets used in Europe, so it would always be in its true form, speaking to everyone, rather than just being adapted. UEFA Euro 2024 deserves to be recognized as a project that will usher in a new era for sporting events, where all participating countries, cultures and fans are not only mentioned, but actively represented in the event’s identity. The logo, illustrations and typography and the most innovative assets of the project: The logo for its ability to include, in a simple, clear way, all participating nations in the same football “house”: the Olympiastadion in Berlin. The typography for its unique development process that included all characters equally, without a primary alphabet, instead being influenced by all languages, just like Europe. And, finally, the fan illustrations for their diversity and inclusion, and for (for the first time) representing football fans beyond the faceless crowd and giving them the front row they deserve for making this event, and this sport, the most popular around the world. |
