Euro Basket 2021

We are incredibly proud to have brought to life the spirit of basketball with an innovative new brand for the Euro Basket Championship 2021, the most important basketball competition in Europe.

Basketball is made of individuals who come together to create incredible stories of performance and moments of magic. Formatum has created a unified brand experience, from in-stadium to social media graphics, staff uniforms and the official ball of the competition, up to designs for the campaign through the cities that will hold the event.



The Euro Basket 2021 brand expression comes directly from the basketball itself. The brand lives where the game takes place: the identity and graphic system are inspired by the sport.

Formatum created an unique logotype and typography, where the shape of the letters together, forms the geometrical proportion of a basketball court, with the sillhouette of a player dunking on top.

The pattern used inside the logotype, are lines conected always in 3 points, like the three steps a basketball player take before shooting the ball. The union of all these lines, highlights the trajectory of the ball passing from player to player.

The color palette created for the new brand, allows its application both on white and black background, without any change. The same color palette gives different color variations for the logo, making it easily adaptable to a variety of applications.

AN UNIQUE
BRAND

The brand aims to change the repetitive way in which in the past competition logos have been done. Formatum involved the symbol and the typography of the brand in one single shape, creating a reading hierarchy where you first identify the magic of basketball with the silhouette of a player, and after that you read the name of the competition.