The UEFA Cup was a subset of UEFA and the Champions League, it was poorly differentiated and lacked standout despite being Europe’s largest football competition. It lacked a cohesive visual identity
that it could own.
Using the new positioning of ‘Challengers on a European Adventure’, the initial creative concepts centred around the idea of ‘the challenge’ through themes around friction, sharpness and rawness.
Celebrate and champion the unique form of the winner's trophy using shapes that are angular and raw, twisting together to give a sense of tension, strength and aggression.
The colours create differential for a more dynamic and adventurous competition.
Agency / FutureBrand
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