Insights
Insights
As we approach the peak of Euro 2020, Creative Director Greg Bryant looks at how the two main broadcasters have branded and presented the tournament this year.
We’ve waited a little longer for this tournament than usual, so obviously the anticipation has grown.
I love these tournaments: I love everything around them, the whole event. So, one thing I always look at is how the two main broadcasters, BBC and ITV, package it up and present it.
Which is going to give us the lasting memories? Which will we remember in years to come? Will either’s title music be this year’s Nessun Dorma?
Now, obviously the success of the national side is what makes a tournament memorable and creates these memories. Would anyone remember Nessun Dorma had England not made the semi-finals in 1990? Does anyone really remember the songs and visuals from 2016 when England were dumped out by Iceland? Of course not, because it wasn’t a summer of joy. But do well, and memories that last forever will be created.
So let’s have a look at the two…
BBC
The BBC launched their teaser fairly early this year, with animated players waiting around a departure lounge then coming to life and playing with everyone in there.
This has continued into the programme titles, with an almost ‘GTA’ feel to the styling of players. A distinct set-up for each team, key players, national emblems and a nod to the NHS in the England section.
I really like this, but what I also love is the way they’re presenting the team names for each game. Tall impactful typeface with the country crest emblazoned across them. I love this style. I can’t emphasise that enough, I love it. That, coupled with the illustrated style of the players, which also appear in the background of the studio when discussing a player’s performance, really does it for me.
The music is also really uplifting. It hits you as soon as it starts and takes you on a mini rollercoaster through the titles. Very distinct and really gets you excited for any game in the tournament.
ITV
So, onto ITV.
Firstly, I really loved the teaser that ITV produced starring Ian Wright. It had a real feel of something exciting coming: bright, colourful graphics and a real excitement. However, this style didn’t carry through to the actual tournament broadcasts.
https://www.youtube.com/watch?v=IDtx6JFxC-U (teaser)
I really love the soundtrack that they’ve used on the tournament shows. It has a real summer feel to it, and it manages to inject the feel of a hot summer tournament even though the weather has actually been pretty awful. Then they have family members where everyday situations are transformed into memorable football moments: drawing lines on the lawn, brushing your teeth or telling your younger brother to get out of your room.
https://www.youtube.com/watch?v=IgMhJwWhMZI (ITV Opening titles)
They’ve carried the aqua colour of the tournament into their script typeface which is used for team names and graphic titles.
There’s also a sprayed stencil style applied to hanging banners in the studio and key player graphics. I like the concept of what ITV are doing with this, and actually it’s born out of a similar place to the BBC illustrated style.
But, for me, the BBC win this one. It’s not always been the case, but I really love everything about it. The typefaces used, the graphic style applied to player images, the opening titles. It just gets me excited for the games while still looking amazing. Having said that, I do really love the soundtrack that ITV have used: it feels like summer. So, mix the two, and it’s perfect!
