UEFA Women’s Euro 2022 has become a record-breaking tournament with attendance and viewing figures higher than ever before.
But while there has been England success on the field, there’s also been a big influence behind the scenes, with a Leeds agency behind its rebrand.
The Works designed the logo, visual identity and assets including television graphics and opening sequence for UEFA.
It was appointed to develop an overarching brand DNA for UEFA Women’s football and major flagship competitions to help put women’s football on the map.
“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 bold and bright branding has been designed to reflect the “strength, diversity and ever-growing popularity of women’s football.”
It’s based on circular shapes, combined with a clockwise rotation when moving, to represent: openness, progression and expansion.
