A "Mark of a Champion" logo was unveiled here today at the brand launch of the European Championships, with the aim of representing the vision of the multi-sport event.
Initially conceived as the European Sport Championships, the inaugural edition of the event will take place in 2018, with hosting duties shared between Glasgow and Berlin.
The European Federations of aquatics, cycling, golf, gymnastics, rowing and triathlon have declared that their Championships will take place in Glasgow, while athletics will be staged in Berlin.
With the multi-sport event bringing together existing European Championships into 12 days of competition between August 1 and 12, it is hoped the format will raise the profile of European champions by making the event a must attend date in the diary for fans.
The star-shaped logo, created by the sports involved, the host cities and broadcast partner the European Broadcasting Union (EBU), is aimed at being visually striking to reflect the ambition of the Championships, which will be held every four years.
Glasgow 2014 Commonwealth Games 200 metres breaststroke champion Ross Murdoch was among the attendees at the launch, with the swimmer joined by Humza Yousaf, Minister for Europe and International Development for the Scottish Government, and Frank McAveety, leader of Glasgow City Council.
With the event due to be held during Scotland’s “Year of Young People” several youth ambassadors were also present.
In addition to the logo, a film narrated by London 2012 Olympic gold medallist and six-time world rowing champion Katherine Grainger aimed to outline what athletes and fans can expect at the multi-sport event.
“For every athlete a major championship like the Europeans is extremely important,” she said.
“Whether it is your first time on the team or on the podium, beating your biggest rival, breaking records or winning gold, it all adds up to so many special moments that will stay with you forever.
“Bringing a number of sports together in 2018 in Glasgow and Berlin will raise the European Championships to a new level and make it even more exciting to be part of for athletes, coaches and spectators alike, l am already getting excited about 2018.”
It is expected that around 3,025 athletes will to travel to Scotland as part of a total delegation of around 8,500, which includes officials and media, while a further 1,500 athletics stars will be present in Berlin.
One of the key aims of the Championships is to help the European Federations involved grow their audience and develop further sponsorship opportunities, having gained the key exposure of the EBU and their free to air broadcast partners.
It is claimed that around 850 million television viewers across the continent will watch the first edition of the Championships, with an even wider audience being able to access coverage on multiple digital platforms.
McAveety believes the Championships will provide Scotland with an excellent opportunity to showcase their prowess in hosting major sporting events, following on from the 2014 Commonwealth Games and last year’s World Gymnastics Championships and International Paralympic Committee (IPC) Swimming World Championships, which were both held in Glasgow.
“I am delighted that Glasgow’s vibrant personality shines through this new event brand,” he said.
“We have worked together with these amazing sports to create something that reflects all of our values by embracing our ambition, our strength in unity and our ongoing journey to provide opportunities for all of our citizens through the power of sport and culture.
“The fact that the city will be hosting an event watched by more than one billion people across Europe is a golden opportunity for us to use the magical moments that the athletes, our fantastic home crowd and our many visitors will create to showcase everything we have to offer as a visitor destination.”
The Championships has widely been viewed as a challenger to the European Olympic Committees' European Games concept, which had its first edition last year in Baku, Azerbaijan.
Last month, EOC President Patrick Hickey told insidethegames he was hopeful of naming Russia as hosts of the 2019 edition in May.