The official brand identity for UEFA EURO 2024 was dramatically revealed at 20:24 CEST at Berlin’s iconic Olympiastadion, marking a significant milestone for the tournament set to take place across ten German cities in just under three years. The unveiling ceremony spotlighted the Euros Logo, a vibrant emblem designed to encapsulate the spirit of the competition and its host nation.
The euros logo for UEFA EURO 2024 is a rich tapestry of symbolism. It draws its core elements from the flags and colors of UEFA’s 55 member associations. These diverse colors are interwoven in dynamic combinations, cleverly mirroring the distinctive shape of the Olympiastadion’s roof. At the heart of the logo sits the prestigious Henri Delaunay Cup, the trophy awarded to the European champions. Encircling the trophy are 24 colored slices, each representing one of the 24 national teams that will compete in the EURO tournament. This design visually communicates the coming together of diverse nations under the umbrella of football.
The overarching brand story for UEFA EURO 2024 centers on creating a welcoming and inclusive atmosphere for everyone. It champions football as a universal language and a space where all individuals should feel a sense of belonging. The brand identity, with the euros logo at its forefront, serves as the initial step in building this welcoming home in Germany for fans and participants alike in 2024. Every aspect of the brand assets, from the logo to supporting patterns and promotional videos, is carefully crafted to celebrate the rich diversity of football fans and the broader European football community.
The development of the brand has been a collaborative effort, initiated in September 2018 following the announcement of Germany as the host association. UEFA, the German Football Association (DFB), and the ten host cities have worked closely together throughout the process. The creative execution of the brand identity, including the distinctive euros logo, was entrusted to VMLY&R Branding, a Lisbon-based agency from Portugal.
Reinforcing the themes of unity, togetherness, and inclusion is the tournament slogan: ‘United by Football. Vereint im Herzen Europas’. This slogan, which was also used during the bidding process, was collaboratively chosen with the host cities. Adding a local touch, each of the ten host cities – Berlin, Cologne, Dortmund, Düsseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig, Munich, and Stuttgart – has incorporated a recognizable local landmark into their individual city logos, further personalizing the tournament experience.
The launch event for the euros logo was a high-profile affair, attended by prominent figures such as UEFA President Aleksander Čeferin, interim DFB President Rainer Koch, EURO 2024 tournament director Philipp Lahm, and the mayors of several host cities, alongside representatives from the German federal government and other distinguished guests. The unveiling itself was a spectacular light show, culminating in the grand reveal of the UEFA EURO 2024 logo, marking the official start of the tournament’s branding campaign.
UEFA President Aleksander Čeferin emphasized the significance of the euros logo, stating, “It is great to see the logo of UEFA EURO 2024 come to life at the iconic Olympiastadion. From now on, the tournament has a brand identity which reflects the ambition we have together with the host association and host cities: a EURO which is truly for everyone. For one month, we will be united by football in the heart of Europe.”
Echoing this sentiment, UEFA EURO 2024 tournament director Philipp Lahm added, “EURO 2024 will be a EURO for all and we look forward to welcoming fans from across Europe and the world to Germany in the summer of 2024 to celebrate a great football party together. The logo and brand identity for the tournament convey this message perfectly.”
The UEFA EURO 2024 tournament will feature 51 matches hosted across ten venues in Germany during June and July 2024. The complete match schedule is anticipated to be released in early 2022, as anticipation builds for this major European football event symbolized by its newly unveiled euros logo.
