Uefa Design & Branding UEFA EURO SPIRIT GUIDE by Futurebrand

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Futurebrand
Executive Creative Director Shane Greeves
Designer David Waters
Released April 2009

Credits & Description

Category: Books
Advertiser: UEFA
Product/Service: UEFA EURO
Date of First Appearance: Apr 1 2009 12:00AM
European Head of Strategy: Adrian Goldthorpe (FutureBrand)
Executive Creative Director: Shane Greeves (FutureBrand)
Associate Director, Strategy: Nader Khosrovani (FutureBrand)
Design Director: Tony Fox (FutureBrand)
Account Manager: Katie Rothschild (FutureBrand)
Designer: David Waters (FutureBrand)
Design Director: Adam Savage (FutureBrand)
Media placement: Spirit Guide - Key Brand Stakeholders - 01.04.2010

Describe the challenges and key objectives
Challenge: 1. The execution of the UEFA EURO brand is in many ways out of the brand owner’s control. It’s in the hands of broadcasters, journalists, local agencies, license holders, sponsors etc. 2. The brand lives in a multi dimensional space across many different touch points Objectives: 1. Create a fixed and flexible system that can account for consistent brand expression whilst also allowing local market adaptation 2. Show how it could be executed across verbal, sonic, visual and behavioural brand worlds and multiple touch points to guide UEFA’s many partners and suppliers

Describe the brief from the client
Like the Olympics, we need to build a consistent expression of what the UEFA EURO (the world’s 3rd biggest sporting event) stands for in the hearts and minds of people while still allowing the host nation to express itself.

Describe how you arrived at the final design
We audited historic Olympics, FIFA World Cup, UEFA Champions League and EURO materials to understand best practice. We then involved all of UEFA’s key stakeholders across all departments as well as 3rd party specialists to understand how the brand could be executed across all brand worlds. Based on that, we created clear fixed and flexible principles with do's and don’ts to inform the creation of any branded experience or touch point.

Give some indication of how successful the outcome was in the market
The Spirit Guide will inspire the creation of the entire Poland-Ukraine 2012 brand experience