UEFA on Friday unveiled ‘Kick of Light’, a new brand identity for the Champions League, designed to support the latest evolution of the top continental club competition, which this season debuts an innovative new format, including a revamped logo and anthem.
The new branding includes a revamp of the iconic star-spangled ball and the visual elements that accompany it: the ultimate stadium and its striking dome. ‘Kick of Light’ is based on the characteristics of a prism, which breaks down white light passing through it into an infinite range of colours.
The Champions League’s signature ball and stadium dome are now made of glass, and the colours “move playfully around the edges of the stars, representing the variety of clubs competing in the league phase”. However, the logo remains unchanged.
“UEFA’s main objective in developing Kick of Light was to create a younger, more modern expression of the brand that would continue to appeal to Champions League fans. It is important to adapt the competition’s identity to digital communications and social media, particularly to connect with younger fans,” UEFA said.
The new brand will appear across all areas of Champions League marketing, digital media, licensing, events and broadcast. Comprehensive tools have been created to enable UEFA and its partners to activate the brand in a consistent and coherent way globally.
The new brand also includes a “slightly refined” new recording of the Champions League anthem, the first modification since the 1992-93 season. Its original composer, Tony Britten, has improved the instrumentation and re-recorded the music with a carefully selected orchestra and the internationally renowned Tenebrae choir.