The European Championships is a major new multisport event taking place every four years, supported by Europe’s free-to-air broadcasters, which aggregates the existing senior continental championships of Athletics (European Athletics), Aquatics (LEN), Cycling (UEC), Gymnastics (UEG), Rowing (FISA), Triathlon (ETU), with a new Golf Team Championships (ET & LET) – all unified under a common brand.
The European Sports Federations, Glasgow and Berlin, the European Broadcasting Union (EBU) and its Members worked together with British and German design agencies Jump and United Senses to create the opening sequence that represents the coming together of the seven sports and two host cities in a truly ground-breaking partnership.
Richard Norley, Head Creative at Jump, the agency that created the sequence, said, “We were delighted to be chosen to create the 2018 European Championships opening sequence. We’ve created an exciting and dynamic sequence which immediately places the competition as a world class event. The sequence cleverly introduces the European Championships’ brand and demonstrates the unification of Glasgow, Berlin and the seven sports by bringing the colourful shapes of the logo right into the heart of the cities.”
Markus Schmidt, CEO-Creative Director of United Senses, who developed the crystal concept for the European Championships logo, said, “We were thrilled to work on branding a new multi-sport event with so many facets. We interpreted the logo as a crystal and translated that into the core of the visual concept to make the brand shine and sparkle in all its colours.”
Glasgow 2018 Championships Director Colin Hartley said: “We will take the next step on our proud sporting journey when we co-host the inaugural European Championships next year. Along with the European federations and Berlin we will deliver an event that takes European sport to the next level and the official opening title sequence is reflective of that.
The title sequence showcases the very best of Glasgow and Scotland and outlines the bold ambition behind this groundbreaking new multi-sport event, which will be a new highlight on the global sporting calendar and the largest event to be hosted in Scotland since the 2014 Commonwealth Games.
The Mark of a Champion is the logo central to the European Championships brand. The collection of shapes and colours brought together in a dynamic star-like form represent unity as the sports and host cities come together to create an inspiring event that is greater than the sum of its parts. The logo represents ‘The Moment’ – the event tagline.
Paul Bristow, Managing Director of European Championships Management, said, “The design brief encouraged agencies to build upon the core European Championships brand and the responses were extremely competitive. Following a tough selection process we are delighted to have on board agencies from Germany and the United Kingdom who were chosen by all the stakeholders collectively. The end result reflects the strong partnership between the sports, host cities and broadcasters.”