UEFA Celebrates Diversity and Inclusion at Olympiastadion in Berlin with New Brand Identity

The brand identity for UEFA EURO 2024 was unveiled tonight at the Olympiastadion in Berlin, Germany, where the tournament will be held across ten cities in 2024. The new brand identity promotes a EURO that welcomes everyone and celebrates diversity.

VMLY&R designed the new logo derived from UEFA’s 55 member associations’ flags and their respective colours, assembled in various combinations, and reflecting the shape of the Olympiastadion roof, which will be the home of football in 2024.

The idea, that football is where we all belong and that we are all invited to celebrate, is reflected in a new brand film [insert link]. The film plays with stadium visuals, famous landmarks from each host city, and shows fans from everywhere coming together.

To further highlight that the tournament belongs to every fan, equally, a unique font was developed considering all European alphabets from its inception, unlike the usual process of adapting a font once it’s finished.

The UEFA president, Aleksander Čeferin, said: “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.”

VMLY&R branding creative director, Hélder Pombinho, believes: “This is the beginning of a new era for UEFA EURO. This is the first time the tournament is hosted in one country, but genuinely belongs to every football fan.”