UEFA Nations League branding sparks excitement for international football

The Union of European Football Associations (UEFA) has come a long way since its inception in 1954. Now comprised of 55 national association members, its assortment of competitions sees revenue figures currently exceed €4bn, with as much as 70% of its annual profit generated through broadcast deals.

Yet its most notable competition, the UEFA Champions League, which takes place at club level, receives much of the limelight with regards to its brand outreach. The introduction of its newly branded Nations League, aims to streamline UEFA’s dynamic approach to football, refocusing on the international game.

The identity taps into the spirited patronage of football at the international level, incorporating lively colours that reflect an amalgamation of the 55 nations set to take part. The competition, scheduled to get underway in 2018, will see teams compete against equally-ranked opponents in a league format across four groups. The top four teams in each group will then go on to face each other in June 2019, with a playoff stage set for 2020. Overall winning nations will qualify for the UEFA European Championship.

Designed by Lisbon-based Young & Rubicam Branding (Y&R), the studio centred the identity on a triangular flag design, favouring a variegated, prismatic visual spread that channels a playful animation previously unseen throughout UEFA’s brand portfolio.

Guy-Laurent Epstein, marketing director at UEFA, says, “This innovative competition format needed a brand identity that is equally innovative. The bold, colourful and dynamic graphics give this competition its unique place in the landscape of football brands.”

The identity is up and running across UEFA’s digital collateral, with the group stage of the tournament set to get underway September 2018.