This is a brand that can really play the game. Its dynamic and can reflect what makes this tournament so exciting, the constant changing emotions of football. The brand can react to every outcome, and follow the team’s successes or setbacks. As this is a new tournament, promoting fan engagement was key, so the brand was developed with an emotion-responsive ability in mind, that can easily be enhanced on digital formats.

The tournament and the brand were first revealed in September 2017 live on broadcast and webcast to more the 150 countries around the globe. In January 2018 the draw ceremony took place in Nyon and was broadcasted worldwide. The tournament will start right after the World Cup, in September 2018. In December 2018 we will know who the 4 finalists will be and The Finals will be played in May 2019. All the games will be televised and seen worldwide.

Although the tournament has not taken place yet, interest in the 55 participating countries has been huge. More then 50 miilion site visits and more then 100 million followed the live broadcast of the Draw Ceremony, which generated millions of news published in newspapers, magazines, websites, blogs and TV stations around the globe.

Football is one of the biggest sports worldwide. A UEFA Champions League final can engage more than hundreds of millions of fans on television and social networks. It can air in more than 200 countries. UEFA EURO live matches can attract live audiences of more than 130 million viewers.

UEFA UNL is a new competition that aims to bring that attention to former friendly games, and it needed a brand that could match that ambition.

This is a unique national team’s tournament. For the first time, teams are organized in leagues and groups, according to their performance. So games will be balanced, because matches will be played by equally matched teams. Furthermore, UEFA Nations League was also created to take the place of random friendly games, which inspired the concept “Every Game Counts”. Together with the tournament´s relegation and promotion system, these were the two main principles that led us to create the modular grid that not only is used as a visual ID device bringing coherence to the brand, but also the logo itself: the Flag of Nations.

UEFA is a new competition that seeks to energize the sports calendar and raise the competitiveness of former friendly games. 55 national teams will challenge each other in 4 leagues, with only 3 games to determine whether they can move to a higher league, or drop their ranking. It was necessary to create a brand that was especially thought for the audio-visual and digital environment, and that could embody the dynamic innovative character of this competition.