‘Back to the Roofs’ – More than a claim
Around 14,500 events have taken place in the Munich Olympic Park since 1972. This makes Munich's landmark an event location and meeting point with a glorious past, a vibrant present and a bright future. From 11-21 August 2022, the park will once again be in the spotlight: By hosting the European Championships Munich 2022, Munich will welcome the biggest sporting event since the 1972 Summer Olympics. High-profile sports under one roof, right in the heart of the city, in a carefree atmosphere - such is the recipe for success for a unique and memorable experience. Back then, just as it is today.
The multi-sport European Championships in 2022 will unite for the second time the flagship championships of a number of the continent’s leading sports in one multi-sport event in order to create a must-watch, must-attend experience that elevates the Champions of Europe.
Munich 2022 is a nostalgic return to the roots of the "Cheerful Games". A reminiscence of hospitality, happiness, and community. At the same time, the event is a concrete return to a unique and historic place. It is a return to the legendary architecture of the Olympic Park with its world-famous tent roof construction, which once turned Munich, a village of a million people, into an international sports metropolis overnight.
Munich 2022 pays homage to this heritage, celebrates the uniqueness of Munich as a venue, sets an example in terms of sustainability and leaves its own legacy. This is another, but certainly not the last chapter in the success story of the Olympic Park.
This coming home is described by the slogan of the European Championships 2022. "Back to the Roofs" is more than a call to come back to the Olympic Park, it is a promise to embrace the legacy of the 1972 Olympic Games and to interpret it in a modern and new way. A signature message has been created with "Back to The Roofs". An idea that unites. One that highlights the key aspects of the vision and values and that invites everyone to be part of the event.
A unique design for Munich 2022
In addition to the slogan, an eye-catching image has been developed for the promotional campaign of the European Championships Munich 2022. This involved uniting the three central elements - the 50-year anniversary of the Olympic Games, the European Championships, and the Olympic Park itself – and creating a common idea that could be experienced by all.
The silhouette of the world-famous Olympic Park roof is the key component of this promotional campaign. Unique and beautiful, the roof silhouette stands for the unifying experience in one place, in the Olympic Stadium, in the Olympic Hall, in the City of Munich or under the roof of chestnut trees in a Munich beer garden.
The silhouette of the roof is the core of the identity – it spans the Olympic Park and links sports history with the future. If one changes the perspective looking onto the silhouette, it not only represents the Olympic Park, but also the peaks of the Alps. In this way, it also illustrates the goals and achievements of the athletes, the challenges of making it to the top. In addition, it symbolises a bridge - the silhouette connects and is the unifying force of sports as well as the European idea.
Using the colours of the European Championships, the visual also reflects the diversity and open character of the Olympic Park. The vibrant colour scheme mirrors the joy and versatility of the European Championships 2022. The nine sports are represented by illustrated athletes in an energetic pose. This design is a tribute to the look of the 1972 Olympic Games. In addition to individual motifs for each sport, an overall motif was developed that combines all nine sports of the European Championships 2022.
The colourful motifs are the image of Munich 2022 - in Germany and beyond the country's borders. They build on the tradition of the " Cheerful Games" and the iconic design of Otl Aicher. The overall visual as well as the individual designs for each sport bring back the spirit of 1972 and reflect the versatility of the event as well as the Olympic Park.