European qualifiers branding launched

UEFA has launched its new branding for the European qualifiers for UEFA EURO 2016 and the 2018 FIFA World Cup.

The visual identity depicts a national team shirt in conjunction with a heart, and will provide the next two European national team qualifying competitions with a unique image to be applied across a wide range of promotional applications.

The heart shape conveys the brand's essence of 'Play with heart' – and ultimately transmits the vision that UEFA has for the European qualifiers, which is to inspire pride in national team football. The European qualifiers' brand values are European, honour and ambition.

The brand will help enhance the long-term value of the newly centralised European qualifiers, offering a clear and consistent brand platform. With an official European qualifiers website having launched on UEFA.com, social media equivalents will follow.

Comprehensive brand guidelines and interactive broadcast toolkits will also be developed, supporting applications into print, broadcast and digital.