New 'Edgier' UEFA Europa League Branding Revealed
The new UEFA Europa League season will feature a refreshed brand identity, with more emphasis on the scale and dynamic nature of the competition. The branding of the Europa League has 'more emphasis on the scale and dynamic nature of the competition'.
The brand identity featuring the energy wave has been incorporated in the new official match ball of the UEFA Europa League, supplied by Molten. The design expresses the dynamic nature of the competition and the journey of the club throughout Europe.
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New UEFA Europa League 2018-2021 Branding
Key elements such as the logo and colours remain, while the visual expression has taken on bolder and edgier shapes. The existing 'energy wave', visualising the connection between players and fans, has transformed into a linear device that visually underlines the journey of the clubs throughout Europe.
The refined energy wave takes key elements from the UEFA Europa League trophy and brings them to life. It derives from the cup's triangular, hammered metal sides. The trophy's angular shape has also led to the structure and movement of the energy wave, expressing the highs and lows of the thrilling adventure clubs and their supporters experience in the UEFA Europa League.
A new anthem has been composed to capture the passion and energy of UEFA Europa League match nights.
Guy-Laurent Epstein, UEFA Events SA Marketing Director: "The refreshed identity is bolder and more daring than before. It will stand out more and help us to engage with fans across multiple touch points."
Vincenzo Lagattolla, Creative Director, Sky Italia: "The new identity is dynamic and expresses the UEFA Europa League in an appealing, engaging way."
Yong-Won (Bryan) Cho, Chief Marketing Officer, Kia Motors: "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 brand identity has been developed in collaboration with UEFA's marketing partner, TEAM Marketing and branding agency Turquoise (visual identity) and MassiveMusic (anthem).
What do you think of the new Molten Europa League ball and the new Europa League branding? Let us know in the comments below.
