United Citizens of Football

There is nothing like football to bring Europeans together. UEFA EURO 2020 presented us a huge challenge: to create a brand that celebrated diversity and promoted belonging for a tournament taking place in 12 different countries and 12 different cities.

While researching, we found a symbol strong enough to link all cities and citizens of Europe: the bridge. It was the perfect metaphor for football in this continent and it inspired us to create what we call the Football Bridge.

Graphically, we developed two visual identity systems: a 2D horizontal bridge system that connects every city landmark to our logo, and an isometric city landscape. These were the systems that allowed us to build all the elements that ultimately tell our story.

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Brand Identity
Launch Campaign
Brand Activation
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We needed to create a brand that could
celebrate diversity while promoting belonging.
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