Europa League Reveals 'Edgier' New Brand Identity

The Europa League revealed a "distinctive new brand identity" designed to project an "edgier" image for the tournament, according to John Glenday of THE DRUM. Derived from the Europa League trophy's "triangular, hammered metal sides," the new look retains the existing logo and colors but puts them within an "energy wave" to "evoke the individual journeys of European clubs." With the redesign, UEFA said that it is "aiming to show a clear bond between players and fans as well as the highs and lows of the tournament." 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 (THE DRUM, 5/30). The refined brand identity caters to 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 (UEFA).