Jump Delivers New Uefa European Qualifiers Brand Identity

Jump, the official graphics supplier to the BT Sport Industry Awards, has redesigned the on and off-air brand identity for the UEFA European Qualifiers.

The tournament gets underway this week to determine the qualifying teams for UEFA EURO 2020.

Jump’s new package includes opening and closing titles, match graphics and off-air graphic deliverables – from tickets, notepads and bags to the team line-up arch, social media and billboards.

Jump previously worked alongside UEFA to create the original on- and off-air toolkits for the European Qualifiers competition when it first launched in 2014. The tournament determines qualifiers for both the UEFA Euro and FIFA World Cup finals.

Jump’s refreshed title sequence maintains a strong football narrative, emphasising the skill and movement of the players.

Shot using motion capture and animated in Cinema 4D, the title sequence features football players in a stripped-back and stylised environment.

Jump crafted 55 versions of the opening and closing titles, featuring the team kit of each participating National Association.

A heart motif was created to initiate all of the animations, drawing inspiration from the European Qualifiers logo.

Jump Senior Art Director Russell Hilliard explained: “The shapes on the edges of the graphics were also defined by the heart pulses, keeping the EQ Heart at the centre of our refresh.”