In 2021, we created a unified brand identity system for the newly launched UEFA Europa Conference League and the UEFA Europa League. As European club football heads into the 2024-25 season, the landscape is poised for major change with the introduction of a new competition format. This format features a single qualifying league leading into the knockout stages, across all UEFA men’s club competitions, designed to enhance both competitiveness and excitement.
Following three exciting seasons, the UEFA Europa Conference League was renamed as the UEFA Conference League to create clearer distinction from the UEFA Europa League. We redesigned the logo’s typography, introducing distinctive, rounded shapes to give it a fresh and unique feel, while preserving the iconic Conference mark.
Along with the new name and logo, the brand required an update to reinforce the change and highlight its position as a distinctive and compelling football competition in its own right.
To give the brand a more distinct voice, we collaborated with ArillaType® to create two contrasting typefaces – Conference Twist draws inspiration from the form of the UEFA Conference League trophy, while Conference Flow is an expressive brush typeface that captures the energy of the competition.
The updated brand comes to life on social media, where the new typefaces inject energy into a wide array of templates. From tables, fixtures, and stats to in-match updates and more playful content, the distinct typography helps give the visuals a unique voice, setting them apart from the UEFA Europa League designs.
Match ball designed by KIPSTA, the official match ball supplier of the UEFA Conference League.
We created an extensive licensing toolkit, specifically for merchandise, offering partners a wide range of versatile, combinable assets. This toolkit is designed to be highly flexible and cater to a broader and more diverse fan base.
We developed an extensive set of guidelines to assist stakeholders, partners, and clubs in leveraging the updated brand toolkit to create dynamic designs, focusing on coherence rather than consistency.
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