At the same time a very interesting and inspiring task, but also quite tricky and not at all easy. Badminton Europe Confederation uses the same logo template for every European Championship. The top part of the logo (BEC logo and the championship name) is mandatory, as well as the bottom part (a yellow stripe with the name of the host city and the year). The font must also remain unchanged. This means that the main design area is the medium navy blue field within the logo.

All previous logos have addressed this challenge by inserting a completely new symbol into the existing field. I didn’t like that approach because it results in a complex illustration instead of a logo, making it impractical for use.

As a solution, I proposed integrating the yellow field into a very simple and stylized shuttlecock, which appears in the form of a “folded ribbon,” and at the same time forms the letter “S” (for the host country, Serbia). This motif (in combination with the mascot) was used as the foundation for the entire visual identity.

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