After reflecting on events like OFFF and OMR, I had the chance to witness branding at an entirely different scale: the UEFA EURO 2024 in Germany. This isn’t just another event — it’s one of the biggest sporting moments in Europe, and arguably one of the largest global stages for event branding and communication.
What sets the EURO apart is not just its scale, but the level of precision, planning, and professionalism behind every branded element. From the moment the host country was announced (back in 2018), everything started to take shape — because an event of this magnitude requires at least four years of preparation. And it shows.
Branding from A to Z
From fan zones to ticketing apps, from the uniforms of security staff to the media center signage — every detail was branded. The identity was everywhere and impossible to oversee:
- City branding at train stations, airports, public transport, and streets
- Clear signage systems in every stadium and public viewing area
- Digital consistency across social media, streaming platforms, and ticket portals
- Printed materials, volunteer uniforms, accreditation badges, media kits, merchandise, you name it
- Barricades, fencing, and crowd guidance systems were branded to match the visual system
- City-specific iconography that was visible across the whole city
The color palette, iconography, and typography were not just beautiful coordinated — they were functional, scalable, and consistent across every use case, screen size, and material.
The whole system was carefully crafted to maintain unity while allowing flexibility for city-specific adaptations.
Behind the Scenes: Volunteering at the Media Center
Working as a volunteer in the media center in Munich gave me valuable insight into the operational side of branding. The level of professionalism was striking — nothing was left to chance.
- Volunteers received detailed brand and behavior guidelines
- Strict specifications defined what could and could not be done visually or verbally
- Every zone had purpose-built branded elements — even internal documents, staff areas, and press materials followed the visual identity
- Coordinated communication ensured that everything — from lanyards to LED screens — aligned with the event identity
It was a masterclass in event branding and implementation, where every participant knew their role, every material matched the identity and nothing felt improvised. The responsible creative agency and UEFA’s brand team achieved an execution that felt effortless — but was clearly the result of intense planning and top-level design systems.
What I take from that:
EURO 2024 proved what’s possible when design, branding, and operations work hand in hand over a long period of time. Of course, the budget is on a completely different level than most cultural or design festivals — but what makes it so impressive is not just the money behind it, but the clarity and consistency of the creative vision.
Compared to OFFF or OMR UEFA takes branding to the systematic maximum. It’s not just visible — it’s invisible in its effectiveness, deeply embedded in every aspect of the visitor experience and lasting in the mind of everyone who will think of this tournament in the future.
