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A voice for all in European football

The Union of European Clubs (UEC) is a new body created to empower and represent football clubs across Europe that are not traditionally recognised at the top table of Europe's elite. Their aim is to give a voice to those that feel unheard.


We were approached by UEC to create a new logo and visual identity. As a new face in the footballing community it was important for UEC to be visually robust to add legitimacy and weight to their message. They will also be representing clubs with long prestigious histories and this should be considered when creating a logo and brand. 


We discussed the idea of 'voice' and how following his recovery from a brain haemorrhage, Sir Alex Ferguson recalled his fear of losing his voice, memory and therefore his identity. It was important to use this as a north-star when exploring style and logo options.

We were also keen to explore union and strength in numbers whilst maintaining individuality. We felt that a disassembled shield logo with 'member state' stars (evoking European Union sentiments) paired with clean sans serif typography would give us a strong platform on which to build.


We are proud to have been working with UEC this year as they begin their journey amongst the existing footballing institutions. 

The success of the UEC brand was highlighted by Dennis Gudasic, UEC | Executive Board Elect;

“It was important for us as a new voice in European Football that we got off on the right foot in how we present ourselves. We were all really impressed with the creative from Good Place Ideas - they just got us and what we were trying to say. We look forward to working with them again on future communications”

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