Y&R unveils UEFA 2020 Euro Championship brand identity based around a bridge

Y&R has revealed its brand identity for the UEFA 2020 Euro Championship, which for the first time will be held in 13 different cities across Europe.

The identity refers to the event’s unique multi-national approach – taking place for the tournament’s 60th anniversary – by using a bridge as a symbol throughout the branding.

Y&R’s colourful logo uses simplified forms compared with past iterations, featuring the Henri Delaunay Trophy at the centre surrounded by block-colour figures of celebratory crowds. Underlining the logo is a green bridge, which joins to illustrated bridges representing each host city, such as London’s Tower Bridge.

Each city, such as Amsterdam, Baku, St Petersburg and Rome, is illustrated in a playful and vibrant style, showing its landmarks and stadiums connected universally by a green road that links to the bridge in the logo. This serves to unite the cities as one “visual universe”.

Pedro Gonzalez, managing director of the branding team at Young & Rubicam, says: “United Citizens of Football was a strong insight that led our creative team to an inspired idea: an inclusive bridge that crosses all of Europe, taking football to the fans.”