Brand Identity | Environmental Design | Stadium Branding | Merchandise Design | Social Media
The UEFA Europa League and UEFA Conference League Finals represent the pinnacle of each competition. Held in a different European city every season, these prestigious events provide an opportunity for fans to celebrate their team reaching a major European final while showcasing the two best clubs in each tournament to a global audience.
Since 2019, we have developed a comprehensive brand identity system that captures the essence of each host city while remaining aligned with the overarching UEFA Europa League (UEL) and UEFA Conference League (UECL) brand identities. Our challenge has been to distill the unique character, culture, and energy of each location into a distinctive logotype that reflects the host city while maintaining visual consistency with the broader UEL and UECL identity systems.
For the host city, the Finals present a powerful platform to highlight its heritage, culture, and sporting significance on an international stage. Our bespoke suite of branding assets transforms city streets, fan zones, and stadium environments into immersive experiences, creating an unforgettable atmosphere for traveling supporters.
Branding the city for a one-night event requires an agile and impactful design approach. Our identity system extends across multiple touchpoints, from large-scale out-of-home media, stadium graphics, and merchandise to digital assets and wayfinding systems. Every element is meticulously crafted to ensure brand visibility and consistency across diverse applications, both leading up to and following the event.
For the UEFA Europa League Finals, we introduced a dynamic composition that integrates key city landmarks, reinforcing a sense of place while elevating the overall brand experience.
As part of this evolving identity system, we have also developed accompanying logotypes for each host stadium, a unique landmark in each of the host cities.
From Baku in 2019 to Bilbao and Wroclaw in 2025, our work continues to define the UEFA Finals experience – delivering powerful, city-inspired branding that unites fans, enhances visibility, and elevates the prestige of European football’s most exciting competitions.
