Pombinho refers to the brand identity as “an invitation.” In this sense, he wants “everyone to feel included and represented, to realise that Uefa Eero 2024 is inviting them, every one of them.” Uefa president Aleksander Čeferin adds on the matter: “It is great to see the logo of Uefa Euro 2024 come to life at the iconic Olympiastadion. From now, the tournament has a brand identity that reflects the ambition we have together with the host association and host cities: a Euro which is truly for everyone! For one month in 2024, we will be united by football in the heart of Europe.”
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Discussing the challenges that evolved throughout the project, Pombinho says that were two main hurdles. The first involved “giving the Euro brand a simple language,” which he deems unusual amongst football tournaments. “We balanced abstract simplicity and concrete representations in solid colours with a primarily flat design.” The second was on the topic of inclusivity and “representing the vast diversity of fans, making sure we humanised the brand identity by including all identities. We focused the illustrations on that.”
Agency: VMLY&R
Creative Director: Hélder Pombinho
Creatives: Mariana Lancastre, Ana Pessanha, Bernardo Majer
Business Director: Pedro Gonzalez
Project Manager: Inês Batuca
Executive Director, Integrated Content EMEA: Carlos Baer
Throughout the identity, VMLY&R wanted to incorporate visuals inspired by the stadium, as well as creative nods to landmarks from the host cities and the shape of the Olympiastadion roof. “From the beginning,” adds Pombinho, “we knew we wanted to include the Olympiastadion in Berlin. We realised that, from a birds’ eye view, it has an interesting and inviting shape: it’s not closed like most stadiums.” Pombinho also likens the structure to a trophy, “a mandatory element in the logo,” which he says worked as a base to incorporate the colours. “Ultimately Euro tournaments are made for, and by, the fans and how diverse they are. So the stadium has a field, of course, but our focus was on the seats and the different people who fill them.”