UEFA refreshes brand identity for better digital and partner support

The UEFA Champions League has refreshed its brand identity in a bid to increase flexibility in design as well as better cater for digital requirements such as mobile and social media platforms. This is also to allow for easier and scalable brand integration on smaller surfaces such as mobile devices.

For example, the level of detail on the “ultimate stage” stadium and “starball” visuals on the brand have been enhanced to better cater for a richer ultra-high-definition television experience. This is to ensure that the brand remains relevant and engaging for fans, enabling interaction as technology and content platforms develop.

The identity was developed in collaboration with UEFA’s marketing partner, TEAM Marketing AG, and London-based creative agency DesignStudio.

The statement added that UEFA revisits its competition brand identity every three years, in sync with the commercial cycle of broadcast and sponsorship rights. Compared with previous brand identity updates, the new design is also “a greater leap forward”. This provides an extended range of key visuals that can be used for communication purposes, both internally as well as by UEFA’s partners.

The new identity has also been designed to support “a large range of stakeholders” which includes sponsors, broadcasters, licensees and clubs. This means introducing a more flexible colour co-branding system to allow commercial partners to tailor the identity to their own needs, while ensuring consistency of the look and feel across multiple touch points. It will continue be applied across a wide range of promotional applications, with the objective of further enhancing the prestige of one of the world’s biggest sporting competitions.

The new logo also builds on established elements such as the anthem, the stadium and the trophy. Meanwhile, the blue colour palette deriving from UEFA Champions League matchnights has been enriched with new accent colours – magenta and cyan – for a fresher look. The new identity also looks to visually express the refined UEFA Champions League brand positioning, consolidating the core brand values that the competition is known for, while highlighting the leading role it plays in football.

“The UEFA Champions League is a globally recognised brand in football, sports and entertainment. This brand refresh maximises the opportunities to engage with fans and stakeholders across new technologies and platforms,” Guy-Laurent Epstein, marketing director, UEFA Events SA, said.

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