UEFA briefed brand consultancy Futurebrand to create a positioning based on the concept of 'old rivals' meeting again.
The identity of UEFA Euros of 2012 is intended to distinguish the tournament from its premier club competition, the UEFA Champions League, as well as the FIFA World Cup. UEFA briefed brand consultancy Futurebrand to create a positioning based on the concept of 'old rivals' meeting again.
Peter Willems, who is the head of the UEFA marketing, said that the tournament's sponsors "wanted a more defined sponsorship proposition for the event." Past sponsors of Euro championships included Coca-Cola, Adidas, MasterCard and McDonald's. As part of the positioning, each subsequent European Championships logo will feature a fixed design and lettering, with only a single image to denote the tournament hosts.
Designed by Portuguese group Brandia Central, the design features two flowers symbolising the joint host nations Poland and Ukraine who's official slogan of the championship will be "Creating History Together." Platini, who is Uefa president, said at the launch "The symbolism of a plant that grows is fully in line with the aspirations of the two host countries, and I am sure that we will be creating history together with the staging of the Uefa European Football Championship in central and east Europe for the first time."