Lisbon-based creative agency Young & Rubicam Branding has created an identity for the UEFA Nations League Tournament that will commence in November 2018. The football tournament replaces the international friendly calendar with a new league structure in which teams will compete over a two-year schedule.
The identity takes inspiration from the colours of the national flags of all 55 competing countries and reflects the league structure. “A brand that, like the competition itself, is always in motion and this is represented through triangles – moving up and downwards – which underline promotion and relegation with constantly changing shapes,” says the agency.
“Our approach to this logo was totally new – asking ourselves if no one had ever invented a logo until 2017, what would it be like? And the answer was that it would be something dynamic rather than static, and which could follow the emotions of the matches and their outcomes,” says Hélder Pombinho, creative director at Y&R Branding. "We’re rather proud of the result and can’t wait to see how fans connect with the new brand.”
“UEFA handed us a big task when they asked us to create this logo. We believe we’ve delivered something that is going to work really hard for them and which will give football fans all over the world a real connection to this new tournament,” adds Pedro Gonzalez, managing director at Y&R Branding.
More information about the tournament, including the structure that inspired the identity, can be found here