Branding

European
Championships

 

A multi-sport event that strives to elevate the status of European Champions. The unifying shapes of the multifaceted mark come together to represent the defining moments that create champions.

Launching in 2018 with an estimated television audience of 1.03 billion, this multi-sport event brings 7 federations together onto the European stage.

 

 

Given that stars are synonymous with Europe and victory; they were a perfect starting point for representing such an event. The immediate challenge to arise however was in creating a symbol that had both stand out and original qualities.

In building upon a tightly angled 30° grid, a sense of energy and movement grew. This combined with elongating the adjoining points to subtly reference a forward moving figure helped to confidently set this as the mark of the championships.   

 

 

Being made up of 7 federations: Athletics, Aquatics, Cycling, Golf, Gymnastics, Rowing & Triathlon; it was important that each had it's own identifying typeset mark, colour and pictogram that allowed for independent standout but also could sit within an overarching family of marks.

 

 

With typography so prominent across the brand, it was a great opportunity to further develop a typeface to align with and share qualities of the newly developed symbol.

Budgets tight, a free universal sans serif typeface 'Grayscale' acted as the base. Using the same 30° grid used throughout I created an overlaying two-tone highlight and shallower cuts into specific characters referencing the points of the star.

 

 

A highlight moment of the project for me was getting to see the brand colours applied live to the Glasgow Hydro Arena. When working full time on a project of this scale it can be easy to get lost in the ever-growing list of deliverables (and trust me for this project, the list was extensive!). But it's the little moments that you start to see it come to life that make all the hours worth it for both yourself and the client. I can't wait to see this rolled out across the city come 2018.

 

 

Photographic treatments (as shown above), graphic language, event dressing, brochures, stationery, presentation templates, guidelines, various logo configurations/artwork and many more applications were further elements I had to tackle.

This project was one of the most extensive I've led to date. Working with 7 federations in many ways meant there were 7 clients. Managing expectations and keeping each as involved as each other, to feel part of the bigger picture was a great, sometimes challenging, but an all round enjoyable and hugely satisfying experience.

See examples of the further applications below:

 

Brand film created by Will Cope


Project created while working at Designwerk.