August 23 – With the draw for the reformatted Champions league to take place next week, UEFA has unveiled a new brand identity for competition, tagged ‘Kick of Light’.
UEFA said its “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 now be rolled out across all Champions League marketing, digital media, licensing, events and broadcasting, both internally and throughout UEFA’s partners.
The new look includes a reworking of the iconic starball and accompanying visuals – the ultimate stage stadium and its striking starball dome.
“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,” said UEFA.
“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 Champions League starball and the stadium dome are now made of glass, and the colours move 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.”
UEFA has also made a “slightly refined re-recording” of the UEFA Champions League anthem, which enhances the orchestration and re-recorded the music with a hand-picked orchestra and the Tenebrae choir.
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