The challenge we faced was to design an identity that could mirror a tournament where, for the first time in the history of UEFA competitions, every one of the 55 associated nations participating can aspire to rise among the best.
We presented a system of modules based on geometrical figures that illustrate promotion (upward triangle), draw (circle) and relegation (downward triangle), and when combined with a representative midfield analogy (as in a football stadium) form a pattern where the 55 nations are chromatically represented.
The symbol chosen for this logo was the Nations Flag, which depicts the struggle and path each team will take on their way to the Final. The motto – Every Game Counts – emphasizes this spirit and the importance of each moment leading up to the final matches.
There was also the aim of making, for the first time in UEFA’s history, an eminently digital, modern but above all dynamic brand.
The 1st Tournament Edition will start in September 2018. Find out more here