The brand identity of UEFA Euro 2028 was developed by VML, with Portuguese creative leadership at the heart of the project.

The visual identity was unveiled at Piccadilly Circus, London, one of the host cities of the tournament, which will take place between 9 June and 9 July 2028 across England, Wales, Scotland and Ireland, with 51 matches scheduled.

Inspired by the idea that no fan experiences football alone, a reference to the 17th-century English poem No Man is an Island, the concept translates the collective energy of supporters into a vibrant and inclusive visual language.

Highlighting the Henri Delaunay Trophy, the design captures the festive spirit of the competition through bold colours inspired by the host nations, celebrating connection, emotion and the collective voice of football fans worldwide.