Leeds-based design agency, The WORKS is the creative force behind the UEFA Women’s EURO 2022 brand; designing the logo, visual identity and supporting assets including TV graphics and the opening sequence.
The specialist sports identity, motion and creative agency was appointed by UEFA to develop an overarching brand DNA for UEFA women’s football, and major flagship competitions, to put women’s football on the map. UEFA launched its first
dedicated women’s football strategy, Time For Action, in 2019, setting out a five-year plan to develop the game, transform competitions and increase participation across Europe.
As part of the UEFA Women’s football brand development process, The Works and UEFA established three key pillars – transformation, amplification and momentum. These pillars have been used to drive the visual identity of the UEFA Women’s EURO and Women’s Champions League.
“Women’s football has seen a massive development over the last few years. It’s increasing in exposure and popularity, this new look and feel has been developed to further support this growth”, said Paul Birks, Creative Director at The WORKS.
The new branding is bold and bright and has been designed to reflect the strength, diversity and ever-growing popularity of women’s football. The design concept is based on circular shapes, combined with a clockwise rotation when in movement to represent openness, progression and expansion.
Paul continued, “Alongside the concept of circles was the colour pallet which we wanted to resonate with the youth of today without falling into a stereotypical route. We knew that the branding predominantly lives online, so we chose a bright and vibrant colour-way that would stand out and move UEFA away from a more corporate look and feel to appeal to all ages and genders.”
Speaking on behalf of UEFA, Mischa Staas, senior brand development expert at UEFA said,
“Thanks to the strong collaboration with The WORKS we now have a UEFA Women’s EURO brand that truly represents the drive behind women’s football and that speaks to a wider and more youthful team of supporters in an engaging and inspiring way.”
Roy Webber, CEO at The WORKS added, “Seeing the brand come to life on our screens, in towns, stadiums and across social media over the last few weeks has been really exciting after being postponed due to the pandemic. Watching the Lionesses bring it home was a very proud moment for the entire nation and as an agency we’re honoured to have been involved in putting women’s football firmly on the map.”
