Services

Fontsmith is now part of the Monotype Studio. The Monotype Studio offers a suite of services that help the world’s leading brands design, define and express their voice through type. From custom and modified type design, to helping brands expand into new global territories without breaking their brand system, our experts help you determine how to make type an impactful part of your brand strategy.

UEFA Europa League

Way back in the summer of 2016, Turquoise Branding invited us to collaborate on a pitch to rebrand the UEFA Europa League 2018—21 competition.

Brief

Way back in the summer of 2016, Turquoise Branding invited us to collaborate on a pitch to rebrand the UEFA Europa League 2018—21 competition.

Turquoise were developing an angular symbol, a wave of energy that passes through and unites all visual elements of the identity. They were looking to create a bespoke typeface that reflected this theme, one that could embody the spirit of the dynamic proposal and become synonymous with the competitions values. A typeface that could communicate energy, ambition, spark and positivity.

Approach

Born from the shape of the Europa League cup, which features triangular, hammered metal sides, the identity and our typeface inherited this aesthetic.

After receiving our briefing from Turquoise we immediately investigated our slab serif typefaces and how they could be manipulated to express the brands energy wave angularity at varying degrees.

We began a process of exploration around slab serif typefaces, creating a foundation for the design. A large focus of our process was the angles of the terminals, which take cues from the angular identity. These angles went through several rounds of refinement to create a harmonious system. The weights and contrast were then adjusted and defined across the alphabet. Once we had the Latin finalised we expanded the design into the Cyrillic script and Europa Title was born.

Result

With so many aspects of angularity in the identity there was a need to enforce some clarity around the typography. To allow the typeface to be used on any background we developed a blocking font. Built to the letter widths of Europa Title this font creates a perfectly sized background for the Title font to sit on top.

The use of the two fonts together gives impact to the typography when used over the top of photography or other bold imagery. This font is titled Europa Title Block.

We developed a set of clear user guidelines for the fonts in order to speed up the design team’s workflow and clearly define the correct implementation of the fonts.

The new identity is set to roll out when the competition kicks-off for the 2018/19 football season and the new typefaces will be used both on-air and off-air.