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Design > Brand-building


UEFA NATIONS LEAGUE BRAND

UEFA, Nyon / UEFA / 2018

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Overview

Credits


OVERVIEW

CampaignDescription

This is a brand that can really play the game. Its dynamic and can reflect what
makes this tournament so exciting, the constant changing emotions of football.
The brand can react to every outcome, and follow the team’s successes or
setbacks. As this is a new tournament, promoting fan engagement was key, so the
brand was developed with an emotion-responsive ability in mind, that can easily
be enhanced on digital formats.

Execution

The graphic language changes according to the outcome: win, draw, loose or
promote, remain, relegate. The modules are able to point upwards or downwards,
depending on the teams’ performance. They have the colours of the 55 teams in
the tournament and together they form the logo: the Nations Flag. The trophy
also features the flag, in a rolled up format. Raising it is raising the flag of
all nations.

Outcome

The brand had considerable media coverage, and was even used to explain the
structure of this new tournament: how there are 4 different leagues, with each
team being up for promotion or relegation. For the first time, 55 national teams
are participating in a competition as equals. The group stage draw ceremony was
broadcast and streamed live through hundreds of channels and websites all over
the world. The competition will be played from September to November 2018, with
finals scheduled for late 2019.

Synopsis

UEFA NATIONS LEAGUE is a new competition that seeks to energize the sports
calendar and raise the competitiveness of former friendly games. 55 national
teams will challenge each other in 4 leagues, with only 3 games to determine
whether they can move to a higher league, or drop their ranking. Our challenge
was to create a brand that was especially thought for the audio-visual and
digital environment, and that could embody the dynamic innovative character of
this competition.

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