Champions League Manual

BRAND IDENTITY GUIDELINES 2012 -15

HOW TO USE YOUR INTERACTIVE PDF

INTRODUCTION

These brand brand identity identity guidelin guidelines es have been created for users of the UEFA Champions League brand. They contain contain all all the materia materials ls and some examples, that have been developed by UEFA for the 2012-15 cycle.

Navigation To 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 illust rated below.1

Dwladi les Dwladi A selection of the artwork les shown within these guidelines can be automatically opened by clicking on the required image. These are highlighted by the le format icons shown below.2 The ‘le format icons’ layer in Acrobat can be clicked off if printing is required. 3 A complete artwork overview can be viewed and downloaded from the UEFA Champions League microsite; microsite;www.uclbrandsupport.com www.uclbrandsupport.com. The following design software is required to open: Adobe Photoshop and Illustrator CS4.

A complementa complementary ry publication, publication, the brand brand book, book, contains contains more more information.

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. 1 CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAN D ACTIVATION

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INTRODUCTION

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INTRODUCTION






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CONTENTS

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INTRODUCTION

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

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

1 CORE BRAND IDENTITY

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2 2012-15 VISUAL IDENTITY

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3 BRAND ACTIVA ACTIVATION TION

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UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES


INTRODUCTION






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CONTENTS

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INTRODUCTION

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CONTENTS



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OUR BRAND

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The UEFA Champions League is one of the strongest brands in the world of sport. Please ensure all brand application is of high quality and reects the premium positioning of the brand.

Brand Essence

The Best of the Best on the Ultimate Stage

Brand Vision

To Create the Ultimate Stage for Europe’s Club Championship

Brand Mission

Giving Fans the Best Club Football Competition in the World

Brand Values

Passionate Excellence

Inspiring Authentic

Brand Personality

Prestigious

Exciting

“A brand that stands for prestige and excellence built around the best football in the world.” Surce: adidas UEFA Chais Leaue arketi la 4


OUR BRAND

The UEFA Champions League is one of the strongest brands in the world of sport. Please ensure all brand application is of high quality and reects the premium positioning of the brand.

Brand Essence

The Best of the Best on the Ultimate Stage

Brand Vision

To Create the Ultimate Stage for Europe’s Club Championship

Brand Mission

Giving Fans the Best Club Football Competition in the World

Brand Values

Passionate Excellence

Inspiring Authentic

Brand Personality

Prestigious

Exciting

“A brand that stands for prestige and excellence built around the best football in the world.” Surce: adidas UEFA Chais Leaue arketi la 4



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1. CORE BRAND IDENTITY Logo Introduction Logo Elements Logo Flat Version Logo Silver Version Starball Logotype and Naming

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8 9 10 11 12 13

Exclusion Zone Dual Branding Ofcial Typeface Brand Colours Trophy Imagery and Line Art Anthem

14 15 16 18 20 22


1. CORE BRAND IDENTITY Logo Introduction Logo Elements Logo Flat Version Logo Silver Version Starball Logotype and Naming

8 9 10 11 12 13

Exclusion Zone Dual Branding Ofcial Typeface Brand Colours Trophy Imagery and Line Art Anthem

6

14 15 16 18 20 22


CORE BRAND IDENTITY LOGO 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 IDENTITY LOGO ELEMENTS

The riary visual eleet f the brad idetity is the UEFA Chais Leaue l. It is this eleet that syblises the whle evet ad shuld therefre be used i all cuicatis relati t the evet.

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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

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Research shows the logo has a high recognition rate of

88

among European % football fans.

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.

Surce: Hall and Partners Global Football Report 2010 8



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CORE BRAND IDENTITY LOGO 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 IDENTITY LOGO ELEMENTS

The riary visual eleet f the brad idetity is the UEFA Chais Leaue l. It is this eleet that syblises the whle evet ad shuld therefre be used i all cuicatis relati t the evet.

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

88

among European % football fans.

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.

Surce: Hall and Partners Global Football Report 2010 8

CORE BRAND IDENTITY LOGO FLAT VERSION


The at clur versis f the UEFA Chais Leaue l shuld ly ever aear i the fur fcial brad clurs: black, white, blue r silver. Fr celli ractical reass, e.. the use f accet clurs, alterative clurs are ssible, as l as these ls d t aear  r arud the eld f lay.

The UEFA Champions League logo must never be modied in any way and only supplied artwork should be used. It should always be applied to a clean background and not restricted within a box.

BLACK

WHITE

BLUE (PMS 654C)

METALLIC SILVER (PMS 877C)


CORE BRAND IDENTITY LOGO SILVER VERSION

SILVER ON LIGHT

INCORRECT USAGE

A silver l has bee develed which will add restie t the brad’s alicatis. I eeral, the silver l variats wrk best whe used i a lare size ad  clea backruds.

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When The UEFA Champions League logo is reproduced in a small size or on a “Ceremony of Light” visual, the at logo versions are preferred to the silver versionsforimprovedlegibilityand stand-out.

SILVER ON DARK

INCORRECTUSAGE 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.

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 clarity of the at white version.

Old Starball version

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CORE BRAND IDENTITY LOGO FLAT VERSION

The at clur versis f the UEFA Chais Leaue l shuld ly ever aear i the fur fcial brad clurs: black, white, blue r silver. Fr celli ractical reass, e.. the use f accet clurs, alterative clurs are ssible, as l as these ls d t aear  r arud the eld f lay.

The UEFA Champions League logo must never be modied in any way and only supplied artwork should be used. It should always be applied to a clean background and not restricted within a box.

BLACK

WHITE

BLUE (PMS 654C)

METALLIC SILVER (PMS 877C)

CORE BRAND IDENTITY LOGO SILVER VERSION

SILVER ON LIGHT

INCORRECT USAGE

A silver l has bee develed which will add restie t the brad’s alicatis. I eeral, the silver l variats wrk best whe used i a lare size ad  clea backruds.

When The UEFA Champions League logo is reproduced in a small size or on a “Ceremony of Light” visual, the at logo versions are preferred to the silver versionsforimprovedlegibilityand stand-out.

SILVER ON DARK

INCORRECTUSAGE 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.

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 clarity of the at white version.

Old Starball version

10


CORE BRAND IDENTITY STARBALL

The Starball ca be used as a ideedet rahic eleet. Hwever, it ust be used i cjucti with the whle UEFA Chais Leaue l i all alicatis where the Starball is alied.

The Starball must be used in its correct orientation and cannot be ipped or rotated in any way.


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CORE BRAND IDENTITY LOGOTYPE AND NAMING

Ingeneral,creative interpretationsof the UEFA Champions League identity are only possible with the Starball and are subject to approval.

CORRECT ORIENTATION

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

LOGOTYPE The logotype may be used as an independentgraphicelement, provided the full UEFA Champions League logo is used in the overall layout. It is available in black, white or the supplied silver versions.

BLACK AND WHITE VERSIONS

SILVER VERSIONS

CORRECT NAMING AND LAYOUT The ofcial name of the competition is the UEFA Champions League, which is aninternationallyregistered trademark. It should always be typeset in the “Champions” font and used in its entirety in English.

UEFA CHAmpIonS LEAgUE UEFA Chais Leaue

CORRECT AND INCORRECT USAGE CROPPING

INCORRECTUSAGE BACKGROUNDS

The Best of the Best on the Ultimate Stage 12

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 backgroundpattern.


CHAMPIONS LEAGUE


Uefa Chais Leaue

CREATIVE NOTE / Whenever possible the competition name should not be split over two lines.

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CORE BRAND IDENTITY STARBALL

The Starball ca be used as a ideedet rahic eleet. Hwever, it ust be used i cjucti with the whle UEFA Chais Leaue l i all alicatis where the Starball is alied.

The Starball must be used in its correct orientation and cannot be ipped or rotated in any way.

CORE BRAND IDENTITY LOGOTYPE AND NAMING

Ingeneral,creative interpretationsof the UEFA Champions League identity are only possible with the Starball and are subject to approval.

CORRECT ORIENTATION

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

LOGOTYPE The logotype may be used as an independentgraphicelement, provided the full UEFA Champions League logo is used in the overall layout. It is available in black, white or the supplied silver versions.

BLACK AND WHITE VERSIONS

SILVER VERSIONS

CORRECT NAMING AND LAYOUT The ofcial name of the competition is the UEFA Champions League, which is aninternationallyregistered trademark. It should always be typeset in the “Champions” font and used in its entirety in English.

UEFA CHAmpIonS LEAgUE UEFA Chais Leaue

CORRECT AND INCORRECT USAGE CROPPING

INCORRECTUSAGE BACKGROUNDS

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 backgroundpattern.

The Best of the Best on the Ultimate Stage 12

CORE BRAND IDENTITY EXCLUSION ZONE


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.

CORRECT EXCLUSION ZONE

CHAMPIONS LEAGUE

Uefa Chais Leaue

CREATIVE NOTE / Whenever possible the competition name should not be split over two lines.


CORE BRAND IDENTITY DUAL BRANDING

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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.

COMPOSITE LOGOS Guidelines exist for the development of composite logos. These can be r equested from TEAM Marketing. The development of composite logos is subject to a r igorous approval process.

DECORATIVE LOGOS Where 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.

“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

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VISUALIDENTITY / BRAN BRAND D ACTIVATION CORE ORE BRAND IDENTITY / 2012-15 VISUAL

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CORE BRAND IDENTITY EXCLUSION ZONE

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 IDENTITY DUAL BRANDING

CORRECT EXCLUSION ZONE

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.

COMPOSITE LOGOS Guidelines exist for the development of composite logos. These can be r equested from TEAM Marketing. The development of composite logos is subject to a r igorous approval process.

DECORATIVE LOGOS Where 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.

“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

14

CORE BRAND IDENTITY OFFICIAL T YPEFACE


A fcial tyeface has bee created fr the UEFA Chais Leaue t reect the status ad uique character f the brad. It is called “Chais” ad is available i three weihts.

VISUALIDENTITY / BRAN BRAND D ACTIVATION CORE ORE BRAND IDENTITY / 2012-15 VISUAL

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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 typefacedeemedappropriate.

Champions Extra Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£$%&*(),.;”

Titles Chais Bld

abcdefhijklqrstuvwxyz ABCDEFgHIJKLmnopQRSTUVWXYZ 0123456789!@£$%&*(),.;”

Headis Champions Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@£$%&*(),.;”

CORRECTUSAGE CREATIVE NOTE / When used on the “Ceremony of Light” views or darker backgrounds, the typeface should be applied in white, cyan or silver.

Body Copy 16



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Champions League Manual

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