New UEFA Europa League brand identity revealed

The UEFA Europa League's new brand identity, to be used for the next three seasons, has been unveiled in Monaco along with the branding for the 2016 final.

A completely new UEFA Europa League brand identity for the competition's 2015–18 cycle was officially launched today at the season-opening draw in Monaco. The brand identity is inspired by the strong connection between players and fans, who together in club and community experience the vast diversity and emotion of the UEFA Europa League.

The new UEFA Europa League logo
The new UEFA Europa League logo©UEFA.com

The importance of togetherness is expressed in a circular 'energy wave' that radiates from the trophy forming the new logo for the tournament. This energy wave plays a prominent role in the overall on and off-air brand identity as a dynamic device that embodies the positive energy that is released during special moments in a match. It represents success achieved through the collective spirit of players and fans as they strive together for European glory.

New music has also been composed to capture the passion and vitality of UEFA Europa League matchnights. Here, as with the brand's visual identity, supporters feature prominently, providing the underlying rhythm through the sound of their clapping.

Each year, to celebrate the climax of the season, a distinct final identity is developed incorporating elements of the host city. Used in conjunction with the run-of-season identity, this final identity will form an integrated, consistent approach. The identity for the 2016 UEFA Europa League final in Basel will seamlessly incorporate the energy wave concept as well as depict a notable local landmark, city crest and customised final word mark to encapsulate the spirit of the Swiss city, which will stage the game on Wednesday 18 May 2016.

This new rebranding will offer the UEFA Europa League a unique identity that will be applied across a wide range of promotional applications, always with the objective of further enhancing the appeal of one of European club football's most cherished and historic competitions.

All new work has been produced in collaboration with UEFA's marketing partner TEAM Marketing AG in Lucerne. The new UEFA Europa League logo has been developed by Red Bee in London, while the designs for the run-of-season and final concepts have been produced by the Munich-based agency United Senses.

Please refer to the following link to download visual support material: www.uelbrandsupport.com/bam/mediasupport

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