The UEFA Europa League has launched a distinctive new brand identity, with more emphasis on the dynamic nature of the competition, resulting in an ‘edgier’ image for the sporting tournament.
New design borrows lines from Europa League trophy’s triangular shape, retaining the existing logo and colors, but with an ‘energy wave’ that evokes the individual journeys of European clubs.
UEFA noted that the branding “continues to be inspired by the strong bond between players and fans”. Guy-Laurent Epstein, UEFA events marketing director explained: “The refreshed identity is bolder and more daring than before. It will standout more and help us to engage with fans across multiple touch points.”
Yong-Won Cho, chief marketing officer of KIA which is the sponsor of UEFA Europa League, said: “The new brand identity is vibrant and bold. It’s a good match with Kia’s brand image and ‘The Power to Surprise‘ global brand slogan.”
The new visual identity, which was designed with digital, mobile and social platforms in mind, was created by Turquoise branding agency, while the new anthem was produced by MassiveMusic.
