The Uefa Europa League has revealed a distinctive new brand identity designed to project an ‘edgier’ image for the sporting tournament.
Derived from the Europa League trophy’s triangular, hammered metal sides, the new look retains the existing logo and colours but has put them within an ‘energy wave’ to evoke the individual journeys of European clubs.
With the redesign, Uefa said it's aiming to show a clear bond between players and fans as well as the highs and lows of the tournament.
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.”
It appears to have been designed with sponsor Kia Motors in mind after the auto brand inked a multi-year deal with the tournament in March.
Yong-Won (Bryan) Cho, chief marketing officer, 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.”
Rolling out across digital, mobile and social platforms the flexible visual identity was created by Turquoise.