UEFA unveils new UEFA Champions League brand identity
Friday, August 23, 2024
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Fresh look signals introduction of revamped competition format, featuring all-new league phase.
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With the launch of the innovative new UEFA Champions League format, UEFA has today unveiled Kick of Light – a new UEFA Champions League brand identity, designed to support the latest evolution in the world’s most famous club football competition.
The UEFA Champions League delivers a unique, emotional and captivating experience for clubs, players and fans alike. Those characteristics are at the heart of the new brand, which includes a reworking of the iconic starball and accompanying visuals – the ultimate stage stadium and its striking starball dome.
Kick of Light is based on the characteristics of a prism, which breaks white light shone through it into an endless array of colour. The UEFA Champions League starball and the stadium dome are now made of glass, and the colours move playfully around the edges of the stars, representing the array of clubs competing in the league phase. While the brand identity has evolved, iconic elements such as the logo remain unchanged.
The brand essence of the UEFA Champions League is “the best of the best on the ultimate stage”. Kick of Light stays true to this ethos by maintaining a premium, sophisticated and prestigious look and feel. UEFA’s primary goal in the development of Kick of Light was to create a younger, more modern expression of the brand that still engages established fans of the UEFA Champions League. It is important to tailor the competition’s identity to digital communications and social media, particularly to connect with younger fans.
The new brand will appear in all aspects of UEFA Champions League marketing, digital media, licensing, events and broadcasting. Comprehensive toolkits have been created to enable UEFA and its partners to activate the brand in a consistent and coherent way worldwide.
The new brand also features a slightly refined re-recording of the UEFA Champions League anthem, one of the most recognisable in the world of sport and entertainment. Its original composer, Tony Britten, has enhanced the orchestration and re-recorded the music with a hand-picked orchestra and the internationally renowned choir Tenebrae.