Played since 1935, EuroBasket (or European Basketball Championship for long) is the main basketball competition held every two years for all the men’s national teams that are part of FIBA Europe with 24 teams qualifying for the tournament. Having recently completed the 2013 championship, where France took the title, FIBA Europe introduced last month the new logo and identity for EuroBasket 2015 — hosted by Ukraine — designed by Lisbon-based Brandia Central.
The logo of EuroBasket 2015 was inspired by traditional Ukrainian dances — Arkan and Hopak — that are known for their jumps that serve as a parallel to jumping to score a basket. The shapes and the flow of the dancer’s costume are the reflection of the colours of different national flags and mixed cultures.
The power of a culture embracing the culture of the game.
A leap towards the future of basketball in Ukraine. A Jump Forward together.
• The embrace and welcoming approach to Europe’s best players and fans.
• The mixed emotions of the game.
• The joy of celebration, the explosion of victory reflected in a Jump.
If someone told me that they were going to create a logo and identity that fuses basketball with hopak dancers — and do it successfully — I would have wish them good luck in their doomed endeavor. Yet, here it is. A logo that at first looks like a basketball with some odd splats around it converted into a clever hopak dancer using the natural ridges of the ball. It’s not the most attractive shape in the world but it’s intensely appropriate and relevant. Even the full-color gradients and shadings feel in place although it doesn’t quite resolve as a single flat color when they have applied a second set of ridges going in the opposite direction. While I enjoy the “EuroBasket” stencil and rounded sans version of Museo I (obviously) dislike how the rest of the typography in the logo (and identity) relies solely on Museo.
For application there are additional hopak figurines that look great and capture the essence of basketball quite elegantly. There is also a set of icons that, in contrast, feel too rigid and corporate. The only thing that ties them together is the heavy use of gradients. Which is fine, but it isn’t my favorite style. Overall, a very tight concept that has considered quite beautifully the host country and applied with plenty of visual energy.
Thanks to Marc Nijborg for the tip.