The 14th Annual UEFA European Football Championship will be hosted by Poland and Ukraine jointly, the last European Championships with just 16 teams. This is merely the third European Championship, but it is one of the most organized that we have seen, with a professional brand, sports logo design, and colour palette designed to tickle the fancy of dedicated fans all over the continent.
Poland and Ukraine beat out football notables Italy and Croatia/Hungary for the right to host the championship, and it follows Belgium/Netherlands and Austria/Switzerland. As such, the two nations truly had reason to put their best design teams into this internationally viewed competition.
What better way to show your appreciation for football and its fans than by giving visitors something to believe in? The logo design does just this as you can see from Britain’s Top Five Football Club Brands. First, the style is taken directly from a folk art that is shared by both hosting companies, Wycinanki. This is a traditional form of paper cutting that results in vibrant designs with a distinct look that is attractive both to natives and their global audience. A flower on either side represents each of the two companies, while the ball in the centre represents the fact that the two are sharing a single event. Prominently displayed in each of the three images is a small human figure with its arms outstretched in joy—or perhaps in support of their favourite team. Either way, this bright, bold logo is the perfect start to a brand that will be gaining momentum for more than two years.
The writing used in the logo underscores this inclusive image with a rounded font that promoted the brotherhood between teams. It is ironic that this image is so friendly and organic, considering that the nature of the game is competition and feuds. Perhaps this championship will unite Europe in the spirit of brotherhood and sportsmanship, ending old rivalries.
The colour palette chosen to define the brand was designed to compliment the sense of nature portrayed by the floral images. The key hues include green, yellow, purple, and two different colours of blue. However, this is not so much natural as “nature gone elementary school”. Nonetheless, the playful colours are appropriate for a game played by people of all ages.
The range of colours holds promise for sponsorship opportunities as well as branded sales. The fun design along with the bold colour palette are as relevant in modern fashion as they are in traditional Eastern European folk art as can also be seen in Britain’s First Global Sports Brand. This can compliment a wide variety of sponsors. Apparel and other branded items are not for sale yet, but it is easy to imagine that a wide array of styles will be created to match the bright, folksy image.
Regardless of your favourite football team, the UEFA Championships will be a can’t be missed festival of football fun and superior branding. With such a strong brand, Poland and Ukraine can plan on gaining momentum, attracting large crowds, and getting the kind of attention that the event deserves.