Branding News: Design choice - UEFA Euro 2008 logo

England fans may only just be starting to think about next year's World Cup, but UEFA has already taken the wraps off its official logo for the 2008 European Championships, being staged in Austria and Switzerland.

The Alps have clearly inspired the design, reflected in the jagged, red peaks looming over the ball, while the verdant, green Swiss valleys are mirrored in the hues of the ball. All very well, but isn't it a bit early to launch a logo for a tournament that's three years away?

The answer probably lies in the commercial opportunities that are offered by a European Championship. High-profile brands fall over themselves to grab a piece of the game, on a domestic or global level. With the UEFA Euro 2008 identity up and running, you can bet it won't be long before the association has a full stable of sponsors, all ready to shout about their involvement.

My only grumble is that, creatively, the logo doesn't look very different from those for other sports events, although it has been cleverly interpreted into additional images, representing various aspects of the game, for use by broadcasters and sponsors. The shapes look great and I'm sure they'll be cleverly brought to life in a broadcast environment, but it won't start my heart beating any faster until England have booked their place at the final.

- Design agency: English & Pockett.

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