UEFA’s EURO tournament to get new logo

UEFA will unveil a new logo for the Euro 2012, to be jointly hosted by Poland and Ukraine, on December 14th. The new logo is intended to give a clear brand positioning to UEFA’s single biggest international football tournament, the European Championships.

This brand distinguishing initiative will help Euro clearly stand apart from UEFA Champions League, which is the premier club tournament and from UEFA Europa League. UEFA has also introduced a new logo for the 2010 final of the latter championship which is to take place on May 12th 2010 in Hamburg, Germany. There are two footballers in action in the new logo, with one in a yellow jersey and the other in red, and the slogan reads 'Hamburg 2010: The final challenge'.

UEFA’s head of marketing, Peter Willems, said that the Euro logo redesign was prompted by sponsors requesting a clearly defined brand position. Euro 2008, which was hosted by Austria and Switzerland, was sponsored by companies such as Coca-Cola, Adidas, MasterCard and McDonald's. UEFA engaged consultancy firm Futurebrand with the brief that the new logo should be built on the idea of ‘old rivals.’ The soon-to-be revealed logo is expected to be the set image for all future European Championship tournaments.