New look for new season: Europa League gets ‘edgier’ rebrand

May 31 – The UEFA Europa League is getting a new look for next season that UEFA says will emphasise the “scale and dynamic nature of the competition.”

Central to the rebrand is an ‘energy wave’ that derives from the Europa League trophy’s angular shape and sharp edges. It is a design that is intended to bring a flexibility to sponsor and marketing partners to adapt within their own branding and marketing activity.

Guy-Laurent Epstein, UEFA Events SA marketing director, said: “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.”

The design has been built to support digital, mobile and social media platforms. “The new assets allow for an easier, scalable brand integration, from soft to full-branding, on smaller surfaces and devices. All motion assets have been produced to cater for ultra-high definition broadcasting requirements,” said a UEFA press release.

The ability for the new design to provide a more flexible branding system for the online, on-air and off-air touch points was crucial to broadening the range of key visuals and allowing more branding variation.

The flexible design system supports photography and footage integration and allows partners to integrate their identity creating a strong visual association between them and the Europa League.

To go with the new look comes a new song.

“A new anthem has been composed to capture the passion and energy of UEFA Europa League match nights. The UEFA Europa League anthem is an uplifting and powerful expression that reflects the nature of the competition. It combines modern and classical elements, paying homage to tradition while also looking towards the future,” said UEFA.

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