chapions league graphic guidelines_2012-15

BRAND IDENTITY GUIDELINES2012 -15

INTRODUCTIONHOW TO USE YOURINTERACTIVE PDF

These brand identity guidelines have been created for users of the UEFA Champions League brand. They contain all the materials and some examples, that have been developed by UEFA for the 2012-15 cycle. A complementary publication, the brand book, contains more information.

NavigationTo navigate through the interactive pdf, click on the core section titles and their respective divider pages. The bottom right-hand page contains additional navigation, as illustrated below.1

%PXOMPBEJOH�¾MFT"�TFMFDUJPO�PG�UIF�BSUXPSL�¾MFT�TIPXO�XJUIJO�UIFTF�HVJEFMJOFT�can be automatically opened by clicking on the required image. 5IFTF�BSF�IJHIMJHIUFE�CZ�UIF�¾MF�GPSNBU�JDPOT�TIPXO�CFMPX�2 5IF�´¾MF�GPSNBU�JDPOTµ�MBZFS�JO�"DSPCBU�DBO�CF�DMJDLFE�PGG�JG�printing is required.3

A complete artwork overview can be viewed and downloaded from the UEFA Champions League microsite; www.uclbrandsupport.com. The following design software is required to open: Adobe Photoshop and Illustrator CS4.

This interactive pdf will only work when viewed via Adobe Acrobat. If you wish to copy the interactive pdf to your desktop, always keep the pdf together with the links in the same folder.

Please note: The club logos, date and times used in this document are for illustrative purposes only.

1INTRODUCTION

CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION 1

2 3

http://www.uclbrandsupport.com

32 UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES

CONTENTS The brand identity guidelines are divided into three easily navigable core sections.Please click on the relevant section.

1 CORE BRAND IDENTITY 6

2 2012-15 VISUAL IDENTITY 24

3 BRAND ACTIVATION 46

3CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

5

OUR BRAND The UEFA Champions League is one of the strongest brands in the world of sport. Please ensure all brand BQQMJDBUJPO�JT�PG�IJHI�RVBMJUZ�BOE�SF¿FDUT�UIF�QSFNJVN�positioning of the brand.

The Best of the Best on the Ultimate StageTo Create the Ultimate Stage for Europe’s Club Championship

Giving Fans the Best Club Football Competition in the World

Brand Vision

Brand Mission

Brand Values

Brand Personality

Brand Essence

PassionateExcellence

Prestigious

Inspiring Authentic

Exciting

UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES4 CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

“ A brand that stands for prestige and excellence built around the best football in the world.”

4PVSDF��BEJEBT�6&'"�$IBNQJPOT�-FBHVF�NBSLFUJOH�QMBO

76 UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

1. CORE BRAND IDENTITYLogo Introduction 8Logo Elements 9Logo Flat Version 10Logo Silver Version 11Starball 12Logotype and Naming 13

Exclusion Zone 14Dual Branding 150G¾DJBM�5ZQFGBDF� ��Brand Colours 18Trophy Imagery and Line Art 20Anthem 22


CORE BRAND IDENTITYLOGO INTRODUCTION

The UEFA Champions League logo was introduced in 1992 and has since become a globally recognised icon. It is both simple and symbolic – a ball made of stars – and perfectly captures the essence of the UEFA Champions League.

CORE BRAND IDENTITYLOGO ELEMENTS

5IF�QSJNBSZ�WJTVBM�FMFNFOU�PG�UIF�CSBOE�JEFOUJUZ�JT�UIF�6&'"�$IBNQJPOT�-FBHVF� MPHP��*U�JT�UIJT�FMFNFOU�UIBU�TZNCPMJTFT� UIF�XIPMF�FWFOU�BOE�TIPVME�UIFSFGPSFCF�VTFE�JO�BMM�DPNNVOJDBUJPOT�SFMBUJOH�UP�UIF�FWFOU��

The UEFA Champions League logo consists of four elements:

1 The Starball 2 The new UEFA arch 3 The logotype 4 The registration notice

1

2

3

4


Research shows the logo has a high recognition rate of

4PVSDF� Hall and Partners Global Football Report 2010

among European football fans. 88%

CREATIVE NOTE/ Please note the UEFA arch

has been changed for the 2012-15 cycle.

/ The registration notice ® must not be removed from the logo.


CORE BRAND IDENTITYLOGO FLAT VERSION

CORE BRAND IDENTITY LOGO SILVER VERSION

5IF�¿BU�DPMPVS�WFSTJPOT�PG�UIF� 6&'"�$IBNQJPOT�-FBHVF�MPHP�TIPVME� POMZ�FWFS�BQQFBS�JO�UIF�GPVS�PG¾DJBM�CSBOE�DPMPVST��CMBDL �XIJUF �CMVF�PS�TJMWFS��'PS�DPNQFMMJOH�QSBDUJDBM�SFBTPOT �F�H��UIF�VTF� PG�BDDFOU�DPMPVST �BMUFSOBUJWF�DPMPVST�BSF�QPTTJCMF �BT�MPOH�BT�UIFTF�MPHPT�EP�OPU�BQQFBS�PO�PS�BSPVOE�UIF�¾FME�PG�QMBZ�

"�TJMWFS�MPHP�IBT�CFFO�EFWFMPQFE�XIJDI�XJMM�BEE�QSFTUJHF�UP�UIF�CSBOEµT�BQQMJDBUJPOT��*O�HFOFSBM �UIF�TJMWFS�MPHP�WBSJBOUT�XPSL� CFTU�XIFO�VTFE�JO�B�MBSHF�TJ[F�BOE�PO� DMFBO�CBDLHSPVOET�

The UEFA Champions League logo must OFWFS�CF�NPEJ¾FE�JO�BOZ�XBZ�BOE�POMZ� supplied artwork should be used. It should always be applied to a clean background and not restricted within a box.

When The UEFA Champions League logo is reproduced in a small size or on B�²$FSFNPOZ�PG�-JHIU³�WJTVBM �UIF�¿BU�MPHP� versions are preferred to the silver versions for improved legibility and stand-out.

CREATIVE NOTE/ In general the silver logo needs to be applied

with care. If there is too much silver in the application, it looks too shiny and lacks the DMBSJUZ�PG�UIF�¿BU�XIJUF�WFSTJPO��

BLACK SILVER ON LIGHT

BLUE (PMS 654C)

WHITE SILVER ON DARK

METALLIC SILVER (PMS 877C)

UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES

CREATIVE NOTE/ A common mistake is to use the pre-1996

logo. Please ensure that you use the new 2012-15 version of the logo.

/ The pink areas highlight an older, less rounded Starball version.

INCORRECT USAGE INCORRECT USAGE

Old Starball version

CORE BRAND IDENTITYSTARBALL

LOGOTYPEThe logotype may be used as an independent graphic element, provided the full UEFA Champions League logo is used in the overall layout. It is available in black, white or the supplied silver versions.

5IF�4UBSCBMM�DBO�CF�VTFE�BT�BO�JOEFQFOEFOU�HSBQIJD�FMFNFOU��)PXFWFS �JU�NVTU�CF�VTFE�JO�DPOKVODUJPO�XJUI�UIF�XIPMF�6&'"�$IBNQJPOT�-FBHVF�MPHP�JO�BMM�BQQMJDBUJPOT�XIFSF�UIF�4UBSCBMM�JT�BQQMJFE�

The Starball must be used in its correct PSJFOUBUJPO�BOE�DBOOPU�CF�¿JQQFE�PS� rotated in any way.

In general, creative interpretations of the UEFA Champions League identity are only possible with the Starball and are subject to approval.

CORE BRAND IDENTITY LOGOTYPE AND NAMING

CORRECT AND INCORRECT USAGE

CROPPING

BACKGROUNDS

INCORRECT USAGE

CREATIVE NOTE/ Whenever possible the

competition name should not be split over two lines.

CREATIVE NOTE/ If the Starball is cropped, enough of it

should be visible in order to recognise that it is a Starball made up of stars.

/ The Starball can be used as a background element but never as a repeated background pattern.

CORRECT ORIENTATION BLACK AND WHITE VERSIONS SILVER VERSIONS

CORRECT NAMING AND LAYOUT5IF�PG¾DJBM�OBNF�PG�UIF�DPNQFUJUJPO�JT� the UEFA Champions League, which is an internationally registered trademark. It should always be typeset in the “Champions” font and used in its entirety in English.

CENTRE CIRCLEThe centre circle Starball is a key icon of the event, it appears in the opening sequence and will be used at all matches.


6&'"�$)".1*0/4�-&"(6&6&'"�$IBNQJPOT -FBHVF

CHAMPIONS LEAGUE

6FGB�$IBNQJPOT-FBHVF


The Bestof the Best on the Ultimate Stage


The UEFA Champions League logo should always be surrounded by an area of clear space. Within this area no graphic element should be positioned. The size of the clear space area is equal to the width of the UEFA arch.

CORE BRAND IDENTITYEXCLUSION ZONE

CORRECT EXCLUSION ZONE


CORE BRAND IDENTITY DUAL BRANDING

Special guidelines exist when the UEFA Champions League logo is combined with a partner’s logo, to ensure the integrity and value of the UEFA Champions League brand is protected.

“ Combining two strong identities like Ford and the UEFA Champions League requires simple creative rules. We aim to protect the value of each brand whilst retaining the excitement and passion of football.”

Source: Ford brand book

COMPOSITE LOGOSGuidelines exist for the development of composite logos. These can be requested from TEAM Marketing. The development of composite logos is subject to a rigorous approval process.

DECORATIVE LOGOSWhere the UEFA Champions League logo is applied on an item of branding in close proximity to the partner’s logo, in principle the UEFA Champions League logo should be in a dominant position and never smaller than the partner’s logo.

CORE BRAND IDENTITY 2012-15 VISUAL IDENTITY BRAND ACTIVATION


"O�PG¾DJBM�UZQFGBDF�IBT�CFFO�DSFBUFE�GPS�UIF�6&'"�$IBNQJPOT�-FBHVF�UP�SF¿FDU�UIF�TUBUVT�BOE�VOJRVF�DIBSBDUFS�PG�UIF�CSBOE��*U�JT�DBMMFE�²$IBNQJPOT³�BOE�JT�BWBJMBCMF�JO�UISFF�XFJHIUT�

In general, any headline or standalone use of copy should use “Champions”. There are no restrictions or recommendations for the use of body copy and partners are free to use any typeface deemed appropriate.

CORE BRAND IDENTITYOFFICIAL TYPEFACE

CORRECT USAGE

CREATIVE NOTE/ When used on the “Ceremony

of Light” views or darker backgrounds, the typeface should be applied in white, cyan or silver.

Champions Extra BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%&*(),.;”

Titles$IBNQJPOT�#PME

BCDEFGHIJKLMNOPQRSTUVWXYZ["#$%&'()*+,-./0123456789:;��à!�� ³

�)FBEJOHTChampions Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%&*(),.;”

Body Copy


#MVF�BOE�TJMWFS�BSF�UIF�DPMPVST�BU�UIF�IFBSU�PG�UIF�6&'"�$IBNQJPOT�-FBHVF�CSBOE��*U�JT�UIFTF�DPMPVST�UIBU�JNNFEJBUFMZ�MJOL�BOZ�CSBOEJOH�UP�UIF�DPNQFUJUJPO��5IF�CSBOE�DPMPVS�QBMFUUF�IBT�CFFO�TJNQMJ¾FE�BOE�DMBSJ¾FE�UP�FOTVSF�UIFSF�JT�B�HSFBUFS�DPOTJTUFODZ�XJUI�SFTQFDU�UP�UIF�QBSUOFSµT�VTF�PG�DPMPVS��

#MVF�BOE�TJMWFS�GPSN�UIF�NBJO�DPMPVS�QBMFUUF��8IFSF�DPMPVST�OFFE�UP�CF�TFMFDUFE�UP�CF�DPOTJTUFOU�XJUI�UIF��WJTVBM�JEFOUJUZ � B�²NJEOJHIU�CMVF³�HSBEJFOU�JT�NBEF�BWBJMBCMF� *U�DBO�CF�VTFE�JO�JUT�FOUJSFUZ�PS�B�DPMPVS�GSPN� JU�DBO�CF�VTFE�UP�TFMFDU�B�6&'"�$IBNQJPOT�-FBHVF�CMVF�

5IFTF�PG¾DJBM�DPMPVST�TIPVME�CF�VTFE�BU�BMM�UJNFT�XIFSF�QPTTJCMF�BOE�TIPVME�CF�DIFDLFE�BHBJOTU�UIF�1BOUPOF��.BUDIJOH�4ZTUFN�GPS�SFGFSFODF��"MM�$.:,�DPMPVS�CSFBLEPXOT�IBWF�CFFO�UBLFO�GSPN�1BOUPOF��$PMPVS�#SJEHF�

ACCENT COLOURSEvery season, accent colours will be introduced and used on limited event branding items during the “Road to the Final” campaign. These colours can be used with the existing palette to provide a fresh and diverse range of applications. See page 44 for more information.

“ The blue and silver colouration is QFSDFJWFE�UP�DPOWFZ�UIF�TJHOJ¾DBODF �gravitas and status of the competition.”

4PVSDF��Hall and Partners Focus Group Research 2010

CORE BRAND IDENTITYBRAND COLOURS

PRIMARY COLOURS

SECONDARY COLOURS

CREATIVE NOTE/ The colour palette has been developed for

the design of all UEFA Champions League branding. It does not apply to the logo, which should only be used in black, white, blue or silver. Please see page 10.

MIDNIGHT BLUE BACKGROUND GRADATION

C 100 R 0M 73 G 44Y 10 B 95K 50

C 0 R 167M 0 G 169Y 0 B 172K 40

C 100 R 3M 71 G 32Y 39 B 47K 95

C 100 R 0M 75 G 53Y 0 B 145K 6

C 100 R 0M 0 G 159Y 0 B 218K 0

C 21 R 165M 11 G 172Y 9 B 175K 23

1"/50/&�654 C

1"/50/&��$�4JMWFS

1"/50/&�5395 C

1"/50/&�661 C

1"/50/&�1SP�$ZBO�$

1"/50/&�429 C

C 75M 65Y 65K 90

C 100 M 77Y 0K 62

C 100M 65Y 0K 20

80%

50%

50%

40%

0%


CORE BRAND IDENTITYTROPHY IMAGERYAND LINE ART


The UEFA Champions League trophy represents the ultimate achievement in club football and is a key asset of the UEFA Champions League brand. All creative applications using the trophy must SF¿FDU�JUT�QSFTUJHJPVT�RVBMJUZ�

/��5IF�TVQQMJFE�BSUXPSL�TIPVME�OPU�CF�NPEJ¾FE�JO�BOZ�XBZ�BOE�NVTU�CF�SFQSPEVDFE�JO�JUT�PSJHJOBM�DPMPVST��

/ 5IF�6&'"�$IBNQJPOT�-FBHVF�MPHP�TIPVME� CF�BEEFE�UP�FWFSZ�BQQMJDBUJPO�VTJOH� USPQIZ�BSUXPSL�

/ 5IF�GPMMPXJOH�OPUJDF�TIPVME�CF�BEEFE�GPS�FBDI�VTF�PG�UIF�USPQIZ��6&'"�5.�

/ 1FSNJTTJPO�UP�VTF�UIF�USPQIZ�JNBHFT�WBSJFT�CZ�QBSUOFS�DBUFHPSZ��$MVCT �TQPOTPST�BOE�CSPBEDBTUFST�XJMM�SFDFJWF�SFTQFDUJWF�VTBHF�HVJEFMJOFT�

LINE ARTThere are also black and blue versions on white if required.

Trophy LIne Art WhiteFront majestic full Trophy LIne Art Silver (PMS 877 C / K 40%)

TROPHY PHOTOGRAPHYA set of 11 trophy photographs IBWF�CFFO�TVQQMJFE�TQFDJ¾DBMMZ�GPS�both light and dark backgrounds.The seven preferred examples are shown here for reference.

Where it is not possible to use QIPUPHSBQIZ �TJNQMJ¾FE�MJOF�BSU� has been generated.

Front-on full Slight left majestic full

Right turn full Left and slightly above full

Right crop

Right tilt back crop


CREATIVE NOTE/ New line art has been supplied

for the 2012-15 cycle, so older versions should not be used.

/ The trophy is an additional element and should not replace the general use of the UEFA Champions League logo.

© 1996 UEFA TM


The UEFA Champions League music has become one of the most emotive and well-known musical anthems in the world of sport. A wide range of edits have been developed for partners to use.

“ Nights at Old Trafford, under the lights, the Champions League music... UIBUµT�XIBU�ZPV�MJWF�GPS�³� 3JP�'FSEJOBOE

CORE BRAND IDENTITYANTHEM

CREATIVE NOTE/ The score of the UEFA Champions League

anthem is available on a USB stick when it needs to be played live.

/ Only versions produced by UEFA can be used by partners. The anthem must never be rearranged or altered.


THE ANTHEM5IF�GVMM�UISFF�NJOVUF�SFDPSEJOH�PG�UIF�BOUIFN�JT�TVQQMJFE�BMPOH�XJUI�WBSJPVT�FEJUFE�EPXO�WFSTJPOT��CJU��L)[�4UFSFP�BOE�%PMCZ��DIBOOFMT�GPMEFST

1. UCL_Anthem_3mins2. UCL_Anthem_1min3. UCL_Anthem_40sec4. UCL_Anthem_30sec5. UCL_Anthem_20sec6. UCL_Anthem_15sec

GENERAL USE"�XJEF�SBOHF�PG�NVTJD�FEJUT�BSF�BWBJMBCMF�GPS�VTF�JO�HFOFSBM�DPNNVOJDBUJPO�BDUJWJUJFT �F�H��WJEFPT �IPTQJUBMJUZ �FUD��CJU��L)[�4UFSFP�BOE�%PMCZ��DIBOOFMT�GPMEFST

GENERAL EDITS1. UCL_General_6sec2. UCL_General_7sec3. UCL_General_8sec4. UCL_General_10sec5. UCL_General_12sec6. UCL_General_14sec7. UCL_General_16sec

GENERAL EDITS + 15 SEC LIVING HOLD1. UCL_General_6secHold2. UCL_General_7secHold3. UCL_General_8secHold4. UCL_General_10secHold5. UCL_General_12secHold6. UCL_General_14secHold7. UCL_General_16secHold

5)&�."5$)�&91&3*&/$&1. UCL_General_WalkOn_2min8s2. UCL_General_LineUp_1min6s3. UCL_General_CupLift_1min36s4. UCL_General_Emotion_3min2s

BROADCAST USE7BSJPVT�FEJUT�BSF�NBEF�BWBJMBCMF�GPS�VTF�JO�CSPBEDBTUFS�QSPNPUJPOT�BOE�JO�TUVEJP�FOWJSPONFOUT��CJU��L)[�4UFSFP�BOE� %PMCZ��DIBOOFMT�GPMEFST

STINGS1. UCL_Sting_1sec2. UCL_Sting_3sec3. UCL_Sting_5sec4. UCL_Sting_12sec

STINGS + 15 SEC LIVING HOLDS1. UCL_Sting_1secHold2. UCL_Sting_3secHold3. UCL_Sting_5secHold4. UCL_Sting_12secHold

BREAK BUMPERS1. UCL_Bumper1_4sec2. UCL_Bumper2_4sec

BREAK BUMPERS + 15 SEC LIVING HOLDS1. UCL_Bumper1_4secHold2. UCL_Bumper2_4secHold

LIVING HOLD ELEMENT1. UCL_Hold_15sec

TV PROMOS1. UCL_Promo1_28sec2. UCL_Promo2_28sec3. UCL_Promo3_28sec4. UCL_Promo4_58sec

VIDEO LOOPS1. UCL_VideoLoop1_30sec2. UCL_VideoLoop2_30sec3. UCL_VideoLoop3_30sec4. UCL_VideoLoop4_1min5. UCL_VideoLoop5_3mins

453*/(4�0/-:�.*9&41. UCL_Strings_10sec2. UCL_Strings_20sec3. UCL_Strings_30sec4. UCL_Strings_40sec5. UCL_Strings_1min

MUSIC CUE SHEETucl_cue_sheet.pdf

CLICK ON EACH SPEAKER ICON TO LISTEN TO THE AUDIO SAMPLE


2. 2012-15 VISUAL IDENTITYIntroduction 26Design Concept Overview 28Photographic Aerial View 30Photographic Side View 31Photographic Birds-eye View 32Photographic Corner View 33Photographic Interior View 34Photographic Interior TIFO View 35Photographic Trophy Wide View 36

Photographic Trophy Close-up View 37Background Views 38Vector Views 39Exclusion Zones 40Application Examples 41Logo Guidance On-air Usage 42Logo Guidance Off-air Usage 43Final Identity Integration 44


2012-15 VISUAL IDENTITYINTRODUCTION

The 2012-15 creative concept is inspired by the UEFA Champions League brand essence, ²UIF�#FTU�PG�UIF�#FTU�PO�UIF�6MUJNBUF�4UBHF�³ Central to the new concept is a ring of huge ¿PPEMJHIUT�XIJDI�FODJSDMF�B�NBHOJ¾DFOU� football stadium crowned by a silver Starball SPPG��5IF�¿PPEMJHIUT�JMMVNJOBUF�UIF�TUBEJVN� with a spectacular ²$FSFNPOZ�PG�-JHIU�³ This symbolises the spectacle that is created for each UEFA Champions League match night.

27CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION26 UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES


2012-15 VISUAL IDENTITYDESIGN CONCEPT OVERVIEW

1. The new “Ceremony of Light” visual identity replaces all the previous identity artwork.

2. 5IF�TVQQMJFE�BSUXPSL�TIPVME�OPU�CF�NPEJ¾FE�in any way and must be reproduced in its original colours.

GENERAL GUIDELINES

&95&3*03�7*&8 BEAMS VIEW

AERIAL VIEWCORNER VIEW

TROPHY WIDE VIEW

BIRDS-EYE VIEW INTERIOR VIEW BEAMS CORNER VIEW

BIRDS-EYE VIEW

AERIAL VIEW

INTERIOR VIEW

TROPHY CLOSE-UP VIEW

SIDE VIEW

SIDE VIEW

*/5&3*03�5*'0�7*&8

3. No element should be placed over the stadium on any of the exterior views.

4. The UEFA Champions League logo should be added to every application using the “Ceremony of Light” artwork.

A wide variety of views of the “Ultimate Stage” that resemble the TV identity have been developed UP�HJWF�¿FYJCJMJUZ�GPS�UIF�EFWFMPQNFOU�PG�CSBOEFE�applications.

PHOTOGRAPHIC VIEWS BACKGROUND VIEWS

VECTOR VIEWS

CREATIVE NOTE/ All artwork is supplied in TIFF format and

CMYK colours. Please ensure that images BSF�¿BUUFOFE�BOE�DIFDL�UIBU�UIF�DPMPVS�settings are in CMYK (Euroscale Coated v2) before printing.


CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

5IJT�JT�UIF�TJHOBUVSF�JNBHF�PG�UIF�OFX�EFTJHO�DPODFQU�°�DMFBSMZ�FYQSFTTJOH�UIF�JNQBDU�BOE�EZOBNJTN�PG�UIF��²$FSFNPOZ�PG�-JHIU�³

5IF�TUBEJVN�TJEF�WJFX�IBT�CFFO�SFGSFTIFE�CZ�UIF�BEEJUJPO�PG�UIF�²$FSFNPOZ�PG�-JHIU³�BOE�JT�QBSUJDVMBSMZ�VTFGVM�GPS�FYUSFNF�MBOETDBQF�BQQMJDBUJPOT�

2012-15 VISUAL IDENTITYPHOTOGRAPHICAERIAL VIEW

CROPPINGThese examples show the best way to crop the aerial view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.

CROPPINGThese examples show the best way to crop the side view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.

2012-15 VISUAL IDENTITYPHOTOGRAPHIC SIDE VIEW



2012-15 VISUAL IDENTITY PHOTOGRAPHIC BIRDS-EYE VIEW

2012-15 VISUAL IDENTITYPHOTOGRAPHIC CORNER VIEW

33

5IF�TUBEJVNµT�QPTJUJPO�XPSLT�QBSUJDVMBSMZ� XFMM�BU�UIF�CPUUPN�SJHIU�DPSOFS�PG�EFTJHOT�°�XJUI�B�MBSHF�TQBDF�GPS�PWFSMBJE�UFYU�PS�HSBQIJDT�UP�UIF�MFGU�

5IJT�JNBHF�FNQIBTJTFT�UIF�SFMBUJPOTIJQ�BOE�TJNJMBSJUZ�CFUXFFO�UIF�TUBEJVN�SPPG�BOE�UIF�4UBSCBMM�FMFNFOU��*U�JT�NPTU�VTFGVM�GPS�JUFNT�XIJDI�SFRVJSF�NBYJNVN�JNQBDU�XJUI�MFTT�SFRVJSFNFOU�GPS�PWFSMBJE�UFYU�PS�HSBQIJDT�

CROPPINGThese examples show the best way to crop the birds-eye view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.

CROPPINGThese examples show the best way to crop the corner view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.



2012-15 VISUAL IDENTITY PHOTOGRAPHIC INTERIOR VIEW

2012-15 VISUAL IDENTITYPHOTOGRAPHIC INTERIOR TIFO VIEW

35

5IJT�DPNQPTJUJPO�PG�MJHIUT�JT�PQUJNJTFE�UP�JMMVNJOBUF�QBSUOFS�HSBQIJDT�QMBDFE�DFOUSBMMZ�5IF�BSUXPSL�JT�TVQQMJFE�XJUI�BOE�XJUIPVU�B�DFOUSF�DJSDMF�¿BH�°�BMMPXJOH�QBSUOFST�UP�QMBDF�QIPUPHSBQIZ�BOE�MPHPT�PO�UIF�QJUDI��5IF�DFOUSF�DJSDMF�¿BH�TIPVME�OPU�CF�DPWFSFE�CZ� UFYU�PS�BOZ�PUIFS�FMFNFOU�

5IJT�JNBHF�IBT�CFFO�EFTJHOFE�TP�UIBU�QBSUOFST�BOE�DMVCT�DBO�QMBDF�QIPUPHSBQIZ�BOE�HSBQIJDT�SFBMJTUJDBMMZ�ZFU�FBTJMZ�PO�UIF�5*'0�CBOOFS�� 5IF�BSUXPSL�JT�TVQQMJFE�XJUI�B�CMBOL�CBOOFS�BOE�HVJEFMJOFT�GPS�BEEJOH�JNBHFSZ�

CROPPINGThese examples show the best way to crop the interior view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.

CROPPINGThese examples show the best way to crop the interior TIFO view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.

The use of photography is for illustrative purposes only and users of this manual are responsible for obtaining any consent, clearance and/or registration required.


2012-15 VISUAL IDENTITY PHOTOGRAPHICTROPHY WIDE VIEW

2012-15 VISUAL IDENTITY PHOTOGRAPHICTROPHY CLOSE-UP VIEW


*O�BEEJUJPO�UP�UIF�BWBJMBCMF�²$FSFNPOZ�PG�-JHIU³�QSJOU�WJFXT �UXP�WJTVBMT�IBWF�CFFO�QSPEVDFE�UIBU�DPNCJOF�UIF�WJTVBM�JEFOUJUZ�XJUI�UIF�USPQIZ��

5IF�USPQIZ�JT�IJHIMJHIUFE�CZ�UIF� DFSFNPOJBM�CFBNT�BOE�EFTJHOFE�UP�CF� VTFE�GPS�XJEFTDFOFT �XJUI�UIF�FOWJSPONFOU� PG�UIF�TUBEJVN�DMFBSMZ�WJTJCMF�

5IJT�JNBHF�IBT�CFFO�EFTJHOFE�UP�CF�DSPQQFE�UP�TIPX�UIF�USPQIZ�JO�ESBNBUJD�DMPTF�VQ�EFUBJM�

CROPPINGThese examples show the best way to crop the trophy wide view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.

CROPPINGThese examples show the best way to crop the trophy close-up view when required. The UEFA Champions League logo is shown at the optimum size in relation to the backgrounds.


2012-15 VISUAL IDENTITYBACKGROUND VIEWS

2012-15 VISUAL IDENTITYVECTOR VIEWS

5IF�CBDLHSPVOE�BSUXPSL�JT�TVJUBCMF�GPS�BQQMJDBUJPOT�UIBU�DPOUBJO�MBSHF�BNPVOUT�PG�UFYU�PS�HSBQIJDT�BOE�SFRVJSF�DMFBO �VOPCUSVTJWF�CBDLHSPVOET�

5IF�WFDUPS�WJFXT�TIPVME�OFWFS�CF�NPEJ¾FE�BOE�POMZ�UIF�TVQQMJFE�BSUXPSL�TIPVME�CF�VTFE�

5IF�WFDUPS�WJFXT�BSF�TVJUBCMF�GPS�BQQMJDBUJPOT�UIBU�SFRVJSF�CPME �HSBQIJD�BSUXPSL�TVDI�BT�TJOHMF�DPMPVS�QSJOU�QSPDFTTFT�BOE�NFSDIBOEJTJOH�BQQMJDBUJPOT��

5JOUFE�WFSTJPOT�PG�UIF�WFDUPS�BSUXPSL�IBWF� CFFO�DSFBUFE�GPS�VTF�BT�CBDLHSPVOE�FMFNFOUT�


#"$,(306/%�&95&3*03�7*&8 VECTOR AERIAL VIEW

VECTOR BIRDS-EYE VIEW

VECTOR SIDE VIEW

BACKGROUND BEAMS VIEW

BACKGROUND INTERIOR VIEW

BACKGROUND CORNER BEAMS VIEW



2012-15 VISUAL IDENTITYEXCLUSION ZONES

2012-15 VISUAL IDENTITYAPPLICATION EXAMPLES

4PNF�PG�UIF�WJFXT�DPOUBJO�FYDMVTJPO�[POFT�XIFSF�JU�JT�QSPIJCJUFE�UP�PWFSMBZ�BOZ�UFYU�PS�HSBQIJD�FMFNFOUT��5IFTF�BSFBT�BSF�JOEJDBUFE�IFSF�JO�QJOL��7JFXT�XJUIPVU�FYDMVTJPO�[POFT� EP�OPU�IBWF�TVDI�B�SFTUSJDUJPO��

PHOTOGRAPHIC AERIAL VIEW

PHOTOGRAPHIC CORNER VIEW

VECTOR BIRDS-EYE VIEW

VECTOR SIDE VIEW VECTOR AERIAL VIEW

TICKET AND TABLE LIGHTS&9$-64*0/�;0/&4

PHOTOGRAPHIC SIDE VIEW PHOTOGRAPHIC BIRDS-EYE VIEW


5IF�²$FSFNPOZ�PG�-JHIU³�JEFOUJUZ�JT�UIF�DPNNPO�QMBUGPSN�GPS�DSFBUJOH�GVMMZ�JOUFHSBUFE�CSBOEJOH�BOE�NBSLFUJOH�QSPHSBNNFT�XIJDI�BSF�EFTJHOFE�UP�FGGFDUJWFMZ�FNCSBDF�UIF�UBSHFU�BVEJFODF�BOE�DSFBUF�B�EJGGFSFOUJBUFE�CSBOE�FYQFSJFODF��

5IF�FYBNQMFT�PO�UIJT�QBHF�JMMVTUSBUF� IPX�UIF�JEFOUJUZ�TIPVME�CF�VTFE�XJUI�BEEJUJPOBM�CSBOEJOH�BOE�XJUI�UIF� 6&'"�$IBNQJPOT�-FBHVF�MPHP�

43

2012-15 VISUAL IDENTITYLOGO GUIDANCE OFF-AIR USAGE


2012-15 VISUAL IDENTITYLOGO GUIDANCEON-AIR USAGE

(VJEBODF�IBT�CFFO�EFWFMPQFE�UP�TVQQPSU�QBSUOFST�JO�BDIJFWJOH�B�DPOTJTUFOU�QSFTFOUBUJPO�PG�UIF�6&'"�$IBNQJPOT�-FBHVF�MPHP�XIJDI�TIPVME�BMXBZT�CF�DMFBSMZ�MFHJCMF�

"MUIPVHI�JU�JT�EFTJSBCMF�UP�VTF�UIF� 6&'"�$IBNQJPOT�-FBHVF�MPHP�QSPNJOFOUMZ � PWFSMZ�MBSHF�VTFT�DBO�TPNFUJNFT�BQQFBS�DMVNTZ�BOE�PVU�PG�TDBMF��*G�UIF�MPHP�JT�BEEFE� BT�B�TJHO�PGG�FOEPSTFNFOU�QMFBTF�FOTVSF� JU�JT�TVG¾DJFOUMZ�MFHJCMF�

CREATIVE NOTE/ When reproduced at a small

size on the “Ceremony of Light” views, the flat white version of the logo should be used to ensure legibility.

CREATIVE NOTE/ The silver logo is the preferred version

for all on-air use. For very small size usage, UIF�¿BU�XIJUF�WFSTJPO�XPVME�CF�NPSF�suitable for better visibility.

/ Absolute minimum sizes should only be used when there are no other options.

."9*.6.�)%�4*;&��552QY�IJHI

."9*.6.�4%�4*;&��302QY�IJHI

.*/*.6.�)%�4*;&��178QY�IJHI"#40-65&�.*/*.6.�)%�4*;&��102QY�IJHI

.*/*.6.�4%�4*;&��95QY�IJHI"#40-65&�.*/*.6.�4%�4*;&��52QY�IJHI

VISUALSIn these examples, the welcome backdrop and the press kit folder are shown with logos used at the correct size and ratio.

LOGO RATIOSAs shown here at actual size, the ideal height for the logo on an A4 page is 34mm and this same ratio can be adopted for all similar applications to various scales. The minimum size for reproduction on any application is 15mm high.



2012-15 VISUAL IDENTITYFINAL IDENTITYINTEGRATION

5P�DFMFCSBUF�UIF�IJHIMJHIU�PG�FBDI�TFBTPO � B�VOJRVF�¾OBM�EFTJHO�JT�DSFBUFE�XIJDI�JOKFDUT� B�¿BWPVS�PG�UIF�IPTU�DJUZ�JOUP�UIF� 6&'"�$IBNQJPOT�-FBHVF�CSBOEJOH�

5IF�¾OBM�JEFOUJUZ�FMFNFOUT�XJMM�CF�TVQQMJFE�BU�the beginning of each season and will consist PG�BMM�UIF�EFTJHO�FMFNFOUT�OFFEFE�GPS�UIF�¾OBM�identity design. This identity can be used on the UEFA Champions League “Ceremony of Light” WJFXT�PS�PO�B�QBSUOFSµT�PXO�NBUFSJBMT�

To introduce variety within the core blue BOE�TJMWFS�DPMPVS�QBMFUUF �FBDI�¾OBM�EFTJHO� will have two accent colours which can be used during the knockout phase. Please see page 19 for more details on how to use the UEFA Champions League colour palette.

'*/"-�803%�."3,��19�)*()

'*/"-��"$$&/5�$0-0634��19�)*()

'*/"-�&7&/5�1045&3

'*/"-�41&$*'*$�500-,*5�*5&.4

'*/"-�5301):�7*46"-

6&'"�$)".1*0/4�-&"(6&�-0(0

1"/50/&�267 C

1"/50/&�871 C Gold

CREATIVE NOTE/ Final design guidelines clarify XIFO�UIF�¾OBM�JEFOUJUZ�EFTJHO�can be used during the season.

/ "MM�¾OBM�EFTJHOT�NVTU�BMTP�prominently feature the UEFA Champions League logo.


3. BRAND ACTIVATIONWeb Banners 48Broadcaster Web Banners 51Mobile Device Graphics 52Partner Promotion 54

Broadcast Toolkit 563-D Stereoscopic Broadcast Toolkit 59Branding Development 60Partnership and Collaboration 62


48 UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES 49CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

5IF�FYBNQMFT�CFMPX�BSF�JOEJDBUJWF�GPSNBUT�BOE�CBTFE�PO�UIF�GPMMPXJOH�QJYFM�EJNFOTJPOT�

5IF�WJTVBMT�BSF�OPU�UP�TJ[F�BOE�BMM�UIF�NBUFSJBMT�TIPXO�PO�UIF�GPMMPXJOH�QBHFT� BSF�QSPWJEFE�PO�UIF�64#�NFNPSZ�TUJDL�PS� UIF�6&'"�$IBNQJPOT�-FBHVF�CSBOE�NJDSPTJUF�

/ ��Y��QY/ ��Y��QY/ ��Y��QY

BRAND ACTIVATIONWEB BANNERS


5IF�FYBNQMFT�CFMPX�BSF�JOEJDBUJWF�GPSNBUT�BOE�CBTFE�PO�UIF�GPMMPXJOH�QJYFM�EJNFOTJPOT�

5IF�WJTVBMT�BSF�OPU�UP�TJ[F�

/ 3FDUBOHMF� ��Y��QY/ 8JEF�TLZTDSBQFS� ��Y��QY/ 3FDUBOHMF� ��Y��QY/ -FBEFSCPBSE� ��Y��QY

BRAND ACTIVATIONBROADCASTER WEB BANNERS



5IF�FYBNQMFT�CFMPX�TIPX�IPX�UIF� ²$FSFNPOZ�PG�-JHIU³�BSUXPSL�DPVME�CF�JOUFHSBUFE�JOUP�NPCJMF�BQQMJDBUJPOT�

/ 4UBSU�VQ�TDSFFOT/ 8BMMQBQFS

BRAND ACTIVATIONMOBILE DEVICE GRAPHICS


54 UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES 55CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

5IF�FYBNQMFT�CFMPX�TIPX�IPX�TFDPOEBSZ�JOGPSNBUJPO�XPSLT�XJUIJO�UIF�� WJTVBM�JEFOUJUZ�BOE�IPX�UIF�QBSUOFSµT�JNBHFSZ� DBO�CF�JOUFHSBUFE�TVDDFTTGVMMZ�XJUIJO� TQFDJ¾D�WJFXT��

BRAND ACTIVATIONPARTNER PROMOTION

EVENT POSTER

COLOUR LANDSCAPE ADVERTS

BLACK AND WHITE LANDSCAPE ADVERTS

PARTNER INTEGRATION 5*'0�#"//&34The example below shows how sponsorship imagery should be integrated. The TIFO banners are available as print artwork and as a ready-to-use item within the broadcast toolkit.

PACKAGINGThe example shows how the vector view BSUXPSL�JT�BQQMJFE�UP�B�TQPOTPSµT�BTTFUT�

CREATIVE NOTE/ Where the “Ceremony of Light” concept

is used, the UEFA Champions League logo should, in principle, be added to the item.

/ Partners are responsible for clearing intellectual property rights to use club logos.

MAP PACKAGE

BRAND ACTIVATIONBROADCAST TOOLKIT


5IF�CSPBEDBTU�UPPMLJUT�GPS�UIF��DZDMF�XJMM�FRVJQ�CSPBEDBTU�QBSUOFST�XJUI�BO�FWFO�XJEFS�SBOHF�PG�JUFNT�UP�DSFBUF�JOTQJSJOH�BOE�FGGFDUJWF�TDSFFO�QSPNPUJPOT��5IF�UPPMLJU � XIJDI�GFBUVSFT��%�4UFSFPTDPQJD�JUFNT�GPS� UIF�¾STU�UJNF �XJMM�CF�TVQQMJFE�UP�CSPBEDBTU�QBSUOFST�CFGPSF�UIF�TUBSU�PG�B�OFX�TFBTPO�


STING WITHOUT LOGO

STING WITH LOGO

PROMO END PAGE

STING WITHOUT LOGO

STING WITH LOGO

BRAND ACTIVATIONBROADCAST TOOLKIT

BRAND ACTIVATION3-D STEREOSCOPIC BROADCAST TOOLKIT


5P�FOTVSF�DPOTJTUFODZ�XIFO�DSFBUJOH�TQIFSJDBM�WFSTJPOT�PG�UIF�4UBSCBMM�MPHP �B�$(*��NPEFM�IBT�CFFO�EFWFMPQFE�XIJDI�TFUT�UIF�TUBOEBSE�GPS�UIF�UIJDLOFTT�BOE�TIBQF�PG�UIF�TUBST�OFFEFE�CZ�B��%�NPEFM��5IFTF�TUBOEBSET�SFTFNCMF� UIF��%�TJMWFS�MPHPT�EFTDSJCFE�PO�QBHF��

CREATIVE NOTE/ Use of the 3-D Starball should be limited and

should not replace the use of the standard (2-D) UEFA Champions League logos or the “Ceremony of Light” visual identity.

/ Wherever a 3-D Starball is used, the standard (2-D) logo must be present in close proximity.

3-D STARBALLThe spherical silver Starball has been designed for broadcast applications such as animated backgrounds and wipes. It can also be incorporated into studio set designs as a virtual CGI element or a physical structure.

The spherical Starball is available as a CGI model and can be rendered in traditional 2-D or 3-D stereoscopic formats.

3-D TV TITLESAll TV titles have been developed as 3-D stereoscopic versions with a lot of additional depth and realism.

5P�TVQQPSU�UIF�QBSUOFS�OFUXPSL �BOE�JO�QBSUJDVMBS�CSPBEDBTUFST �B�DPNQSFIFOTJWF ��%�TUFSFPTDPQJD�QBDLBHF�IBT�CFFO�EFWFMPQFE�GPS�UIF��DZDMF��%FUBJMT�PG�XIJDI�DBO� CF�GPVOE�JO�UIF�TFBTPOBM�CSPBEDBTU�UPPMLJU� PS�DBO�CF�SFRVFTUFE�GSPN�5&".�.BSLFUJOH�

3-D MATCH GRAPHICSAll the key match graphics are available in 3-D stereoscopic format to further highlight the CFOF¾UT�PG�B��%�TUFSFPTDPQJD�CSPBEDBTU�BOE� add to the viewer experience.

3-D BROADCAST TOOLKIT ITEMSAn extensive suite of 3-D stereoscopic toolkit items has been developed to support broadcast partners who wish to create impressive 3-D stereoscopic programmes and promotions. Items include promo openers and closers, stings, loops and other elements.


CORRECT USAGE

ESTABLISHEstablish key brand contact in organisation, attend one of the UEFA/TEAM Marketing hosted brand workshops.

UNDERSTANDDevelop a good understanding of how to use the materials and of the overall UEFA Champions League brand strategy.

DEVELOPDevelop own branding strategy and unique UEFA Champions League style.

0''*$*"-�#3"/%*/(Only use branding items supplied by UEFA/TEAM Marketing and any TFBTPOBM�VQEBUFT��F�H��GPS�B�¾OBM�

APPROVALSeek approval where necessary.

CONSISTENCYEnsure brand use is consistent within the organisation and from season to season.

AUDITAudit brand use and conduct research with consumers to make improvements for the future.

OBTAINObtain all brand support materials from UEFA/TEAM Marketing.

1 2 3 4

5678


BRAND ACTIVATIONBRANDING DEVELOPMENT


“ Use the UEFA Champions League to generate real brand meaning for Heineken.”

4PVSDF��6&'"�$IBNQJPOT�-FBHVF�$BNQBJHO�BNCJUJPO

The development of UEFA Champions League branding is a continuous process. An understanding of how to use the materials supplied by UEFA/TEAM Marketing will lead to the eventual creation of a branded item.

The learnings from any development are then used to improve any future brand use. At all times brand use, within a single organisation, must be consistent and coherent and support the premium positioning of the brand.


The new identity that has been created by UEFA for UIF�QBSUOFST�PG�UIF�DPNQFUJUJPO�SF¿FDUT�UIF�CSBOE� values and fully supports the premium positioning of the UEFA Champions League.

There are many users of the brand all over the world, it is important that everybody appreciates the strategic direction of the brand and applies the branding correctly.

Together we will all build an even stronger brand for the future.

PARTNERSHIP ANDCOLLABORATION


Together on the Ultimate Stage

TEAM MarketingBRAND DEVELOPMENT


IMPRESSUM$PODFQU�BOE�DPOUFOU��UEFA and TEAM Marketing-BZPVU�BOE�EFTJHO��Designwerk UK Ltd��WJTVBM�JEFOUJUZ��Radiant Studios Ltd1SJOUJOH��Identity

© Copyright UEFA 2012

"MQFORVBJ��10�#PY��$)��-VDFSOF��4XJU[FSMBOE5FMFQIPOF��5FMFGBY��XXX�UFBN�DI

5IF�VTF�PG�QBSUOFS�MPHPT�GPS�FYBNQMF�DMVC�MPHPT �TQPOTPS�BOE�CSPBEDBTUFS�MPHPT�BOE�QMBZFS�JNBHFT�JO�UIFTF�CSBOE�JEFOUJUZ�HVJEFMJOFT�BSF�TUSJDUMZ�GPS�JMMVTUSBUJWF�QVSQPTFT��6TFST�PG�UIFTF�HVJEFMJOFT�BSF�SFTQPOTJCMF�GPS�PCUBJOJOH�BOZ�DPOTFOU �DMFBSBODF�BOE�PS�SFHJTUSBUJPO�SFRVJSFE�GPS�UIF�VTF�PG�BOZ�QBSUOFS�MPHP�PS�QMBZFS�JNBHFT�

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