Chapions League Graphic Guidelines - 2012-15

BRAND IDENTITY GUIDELINES
2012 -15
INTRODUCTION HOW TO USE YOUR
INTERACTIVE 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.
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 illustrated below.
1
Down|oad|ng |es
A se|ectlon o the artwork l|es shown wlthln these golde|lnes
can be automatically opened by clicking on the required image.
1hese are hlgh|lghted by the l|e ormat lcons shown be|ow.
2

1he 'l|e ormat lcons' |ayer ln Acrobat can be c|lcked o l
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.
1 INTRODUCTION
CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION

1

2

3
3 2 UEFACHAMPIONS LEAGUE: BRANDIDENTITY 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
3 CORE 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
app|lcatlon ls o hlgh qoa|lty and reects the premlom
positioning of the brand.
The Best of the Best
on the Ultimate Stage
To Create the Ultimate Stage
for Europes Club Championship
Giving Fans the Best Club Football
Competition in the World
Brand Vision
Brand Mission
Brand Values
Brand Personality
Brand Essence
Passionate
Excellence
Prestigious
Inspiring
Authentic
Exciting
UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES 4 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.
Source: ad|das uLIA Champ|ons League market|ng p|an
7 6 UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION
1. CORE BRAND IDENTITY
Logo Introduction 8
Logo Elements 9
Logo Flat Version 10
Logo Silver Version 11
Starball 12
Logotype and Naming 13
Exclusion Zone 14
Dual Branding 15
Olcla| 1ypeace 1o
Brand Colours 18
Trophy Imagery and Line Art 20
Anthem 22
8 UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES
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
1he pr|mary v|sua| e|ement of the brand
|dent|ty |s the uLIA Champ|ons League
|ogo. It |s th|s e|ement that symbo||ses
the who|e event and shou|d therefore
be used |n a|| commun|cat|ons re|at|ng
to the event.
The UEFA Champions League logo consists
of four elements:
1 The Starball
2 The newUEFA arch
3 The logotype
4 The registration notice
1
2
3
4
CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION 9
Research shows
the logo has a high
recognition rate of
Source: 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 IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION 11 10
CORE BRAND IDENTITY
LOGO FLAT VERSION
CORE BRAND IDENTITY
LOGO SILVER VERSION
1he at co|our vers|ons of the
uLIA Champ|ons League |ogo shou|d
on|y ever appear |n the four ofc|a| brand
co|ours: b|ack, wh|te, b|ue or s||ver. Ior
compe|||ng pract|ca| reasons, e.g. the use
of accent co|ours, a|ternat|ve co|ours are
poss|b|e, as |ong as these |ogos do not
appear on or around the e|d of p|ay.
A s||ver |ogo has been deve|oped wh|ch w|||
add prest|ge to the brand's app||cat|ons.
In genera|, the s||ver |ogo var|ants work
best when used |n a |arge s|ze and on
c|ean backgrounds.
The UEFA Champions League logo must
never be modlled ln any way and on|y
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
a ceremony o Llght vlsoa|, the at |ogo
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
c|arlty o the at whlte verslon.
BLACK SILVER ON LIGHT
BLUE (PMS 654C)
WHITE SILVER ON DARK
METALLIC SILVER (PMS 877C)
UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES
CREATIVE NOTE
/ A common mistake is to use the pre-1996
logo. Please ensure that you use the
new2012-15 version of the logo.
/ The pink areas highlight an older,
less rounded Starball version.
INCORRECT USAGE INCORRECT USAGE
Old Starball version
CORE BRAND IDENTITY
STARBALL
LOGOTYPE
The 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.
1he Starba|| can be used as an |ndependent
graph|c e|ement. However, |t must be used |n
con[unct|on w|th the who|e uLIA Champ|ons
League |ogo |n a|| app||cat|ons where the
Starba|| |s app||ed.
The Starball must be used in its correct
orlentatlon and cannot be lpped or
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 LAYOUT
1he olcla| name o the competltlon ls
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 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.
uLIA CHAHIONS LLAGuL
uLIA Champ|ons League
CHAMPIONS
LEAGUE
uefa
Champ|ons
League
The Best
of 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 IDENTITY
EXCLUSION ZONE
CORRECT EXCLUSION ZONE
CORE BRAND IDENTITY
DUAL BRANDING
Special guidelines exist when the
UEFA Champions League logo is combined
with a partners 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 LOGOS
Guidelines exist for the development of
composite logos. These can be requested
fromTEAMMarketing. The development
of composite logos is subject to a rigorous
approval process.
DECORATIVE LOGOS
Where the UEFA Champions League logo
is applied on an item of branding in close
proximity to the partners logo, in principle
the UEFA Champions League logo should
be in a dominant position and never smaller
than the partners logo.
CORE BRAND IDENTITY 2012-15 VISUAL IDENTITY BRAND ACTIVATION
An ofc|a| typeface has been created for the
uLIA Champ|ons League to reect the status
and un|que character of the brand. It |s ca||ed
Champ|ons and |s ava||ab|e |n three we|ghts.
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 IDENTITY
OFFICIAL TYPEFACE
CORRECT USAGE
CREATIVE NOTE
/ Whenusedonthe Ceremony
of Light views or darker
backgrounds, the typeface
shouldbe appliedinwhite,
cyanor silver.
Champions Extra Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%&*(),.;
Titles
Champ|ons o|d
abcdefgh|[k|mnopqrstuvwxyz
ACDLIGHIJkLHNOOkS1uvwxYI
0123456189!$8*(},.,
Head|ngs
Champions Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789!@$%&*(),.;
Body Copy
|ue and s||ver are the co|ours at the heart of
the uLIA Champ|ons League brand. It |s these
co|ours that |mmed|ate|y ||nk any brand|ng to
the compet|t|on. 1he brand co|our pa|ette has
beens|mp||ed and c|ar|ed to ensure there |s
a greater cons|stency w|th respect to the
partner's use of co|our.
|ue and s||ver formthe ma|n co|our pa|ette.
where co|ours need to be se|ected to be
cons|stent w|th the 2012-15 v|sua| |dent|ty,
a m|dn|ght b|ue grad|ent |s made ava||ab|e.
It can be used |n |ts ent|rety or a co|our from
|t can be used to se|ect a uLIA Champ|ons
League b|ue.
1hese ofc|a| co|ours shou|d be used at a||
t|mes where poss|b|e and shou|d be checked
aga|nst the antone Hatch|ng Systemfor
reference. A|| CHYk co|our breakdowns have
been taken fromantone Co|our r|dge.
ACCENT COLOURS
Every season, accent colours will beintroducedand
usedonlimitedevent brandingitems duringthe
RoadtotheFinal campaign. Thesecolours can
beusedwiththeexistingpalettetoprovide
afreshanddiverserangeof applications.
Seepage44for moreinformation.
The blue and silver colouration is
percelved to convey the slgnllcance,
gravitas and status of the competition.
Source: Hall and Partners Focus Group Research 2010
CORE BRAND IDENTITY
BRAND 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 0
M 73 G 44
Y 10 B 95
K 50
C 0 R 167
M 0 G 169
Y 0 B 172
K 40
C 100 R 3
M 71 G 32
Y 39 B 47
K 95
C 100 R 0
M 75 G 53
Y 0 B 145
K 6
C 100 R 0
M 0 G 159
Y 0 B 218
K 0
C 21 R 165
M 11 G 172
Y 9 B 175
K 23
AN1ONL
654 C
AN1ONL
811 C S||ver
AN1ONL
5395 C
AN1ONL
661 C
AN1ONL
ro Cyan C
AN1ONL
429 C
C 75
M 65
Y 65
K 90
C 100
M 77
Y 0
K 62
C 100
M 65
Y 0
K 20
80%
50%
50%
40%
0%

CORE BRAND IDENTITY
TROPHY IMAGERY
AND 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
reect lts prestlgloos qoa|lty.
/ 1he supp||ed artwork shou|d not be mod|ed
|n any way and must be reproduced |n |ts
or|g|na| co|ours.
/ 1he uLIA Champ|ons League |ogo shou|d
be added to every app||cat|on us|ng
trophy artwork.
/ 1he fo||ow|ng not|ce shou|d be added for
each use of the trophy: 1996 uLIA 1H.
/ erm|ss|on to use the trophy |mages var|es
by partner category. C|ubs, sponsors and
broadcasters w||| rece|ve respect|ve usage
gu|de||nes.
LINE ART
There are also black and blue
versions on white if required.
Trophy LIne Art White Front majestic full Trophy LIne Art Silver (PMS 877 C / K 40%)
TROPHY PHOTOGRAPHY
A set of 11 trophy photographs
have been sopp|led specllca||y or
both light and dark backgrounds.
The seven preferred examples
are shown here for reference.
Where it is not possible to use
photography, slmp|lled |lne art
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
/ Newline 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...
that's what yoo |lve or.
k|o Ierd|nand
CORE BRAND IDENTITY
ANTHEM
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 ANTHEM
1he fu|| three m|nute record|ng of the anthem
|s supp||ed a|ong w|th var|ous ed|ted-down
vers|ons. 16-b|t 48 kHz Stereo and Do|by 5.1
channe|s (fo|ders}
1. UCL_Anthem_3mins
2. UCL_Anthem_1min
3. UCL_Anthem_40sec
4. UCL_Anthem_30sec
5. UCL_Anthem_20sec
6. UCL_Anthem_15sec
GENERAL USE
A w|de range of mus|c ed|ts are ava||ab|e for
use |n genera| commun|cat|on act|v|t|es, e.g.
v|deos, hosp|ta||ty, etc. 16-b|t 48kHz Stereo
and Do|by 5.1 channe|s (fo|ders}
GENERAL EDITS
1. UCL_General_6sec
2. UCL_General_7sec
3. UCL_General_8sec
4. UCL_General_10sec
GENERAL EDITS + 15 SEC LIVING HOLD
1. UCL_General_6secHold
1HL HA1CH LxLkILNCL
1. UCL_General_WalkOn_2min8s
2. UCL_General_LineUp_1min6s
3. UCL_General_CupLift_1min36s
4. UCL_General_Emotion_3min2s
BROADCAST USE
var|ous ed|ts are made ava||ab|e for use
|n broadcaster promot|ons and |n stud|o
env|ronments. 16-b|t 48kHz Stereo and
Do|by 5.1 channe|s (fo|ders}
STINGS
1. UCL_Sting_1sec
2. UCL_Sting_3sec
3. UCL_Sting_5sec
4. UCL_Sting_12sec
STINGS + 15 SEC LIVING HOLDS
1. UCL_Sting_1secHold
BREAK BUMPERS
1. UCL_Bumper1_4sec
2. UCL_Bumper2_4sec
BREAK BUMPERS + 15 SEC LIVING HOLDS
1. UCL_Bumper1_4secHold
2. UCL_Bumper2_4secHold
LIVING HOLD ELEMENT
1. UCL_Hold_15sec
TV PROMOS
1. UCL_Promo1_28sec
2. UCL_Promo2_28sec
3. UCL_Promo3_28sec
4. UCL_Promo4_58sec
VIDEO LOOPS
1. UCL_VideoLoop1_30sec
4. UCL_VideoLoop4_1min
5. UCL_VideoLoop5_3mins
S1kINGS ONLY HIxLS
1. UCL_Strings_10sec
5. UCL_Strings_1min
MUSIC CUE SHEET
ucl_cue_sheet.pdf
CLICK ON EACH SPEAKER
ICON TO LISTEN TO THE
AUDIO SAMPLE
2. 2012-15 VISUAL IDENTITY
Introduction 26
Design Concept Overview 28
Photographic Aerial View 30
Photographic Side View 31
Photographic Birds-eye View 32
Photographic Corner View 33
Photographic Interior View 34
Photographic Interior TIFO View 35
Photographic Trophy Wide View 36
Photographic Trophy Close-up View 37
Background Views 38
Vector Views 39
Exclusion Zones 40
Application Examples 41
Logo Guidance On-air Usage 42
Logo Guidance Off-air Usage 43
Final Identity Integration 44
2012-15 VISUAL IDENTITY
INTRODUCTION
The 2012-15 creative concept is inspired by
the UEFA Champions League brand essence,
the est of the est on the u|t|mate Stage.

Central to the new concept is a ring of huge
ood|lghts whlch enclrc|e a magnllcent
football stadium crowned by a silver Starball
roo. 1he ood|lghts l||omlnate the stadlom
with a spectacular Ceremony of L|ght.
This symbolises the spectacle that is created
for each UEFA Champions League match night.
27 CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION 26 UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES
DESIGN CONCEPT
OVERVIEW
1. The newCeremony of Light visual identity
replaces all the previous identity artwork.
2. 1he sopp|led artwork shoo|d not be modlled
in any way and must be reproduced in its
original colours.
GENERAL GUIDELINES
Lx1LkIOk vILw BEAMS VIEW
AERIAL VIEW CORNER 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
IN1LkIOk 1IIO vILw
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
to glve exlbl|lty or the deve|opment o branded
applications.
PHOTOGRAPHIC VIEWS BACKGROUND VIEWS
VECTOR VIEWS
CREATIVE NOTE
/ All artwork is supplied in TIFF format and
CMYK colours. Please ensure that images
are attened and check that the co|oor
settings are in CMYK (Euroscale Coated v2)
before printing.
1h|s |s the s|gnature |mage of the newdes|gn
concept - c|ear|y express|ng the |mpact and
dynam|smof the Ceremony of L|ght.
1he stad|ums|de v|ewhas been refreshed by
the add|t|on of the Ceremony of L|ght and
|s part|cu|ar|y usefu| for extreme |andscape
app||cat|ons.
PHOTOGRAPHIC
AERIAL VIEW
CROPPING
Theseexamples showthebest way
tocroptheaerial viewwhenrequired.
The UEFAChampions League logo
is shownat the optimumsize in
relationtothe backgrounds.
CROPPING
These examples showthe best way
tocrop the side viewwhenrequired.
PHOTOGRAPHIC
SIDE VIEW
31 30 UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES
PHOTOGRAPHIC
BIRDS-EYE VIEW
PHOTOGRAPHIC
CORNER VIEW
33
1he stad|um's pos|t|on works part|cu|ar|y
we|| at the bottomr|ght corner of des|gns -
w|th a |arge space for over|a|d text or graph|cs
to the |eft.
1h|s |mage emphas|ses the re|at|onsh|p and
s|m||ar|ty between the stad|umroof and the
Starba|| e|ement. It |s most usefu| for |tems
wh|ch requ|re max|mum|mpact w|th |ess
requ|rement for over|a|d text or graph|cs.
CROPPING
Theseexamples showthebest wayto
cropthebirds-eyeviewwhenrequired.
CROPPING
These examples showthe best way
tocropthecorner viewwhenrequired.
PHOTOGRAPHIC
INTERIOR VIEW
PHOTOGRAPHIC
INTERIOR TIFO VIEW
35
1h|s compos|t|on of ||ghts |s opt|m|sed to
|||um|nate partner graph|cs p|aced centra||y.
1he artwork |s supp||ed w|th and w|thout a
centre c|rc|e ag - a||ow|ng partners to p|ace
photography and |ogos on the p|tch. 1he
centre c|rc|e ag shou|d not be covered by
text or any other e|ement.
1h|s |mage has been des|gned so that partners
and c|ubs can p|ace photography and graph|cs
rea||st|ca||y (yet eas||y} on the 1IIObanner.
1he artwork |s supp||ed w|th a b|ank banner
and gu|de||nes for add|ng |magery.
CROPPING
Theseexamples showthebest wayto
croptheinterior viewwhenrequired.
CROPPING
These examples showthe
best way tocrop the interior
TIFOviewwhenrequired.
The UEFAChampions League
logois shownat the optimum
size inrelationtothe backgrounds.
The use of photography is for
illustrative purposes only andusers
of this manual are responsible for
obtaining any consent, clearance
and/or registrationrequired.
PHOTOGRAPHIC
TROPHY WIDE VIEW
PHOTOGRAPHIC
TROPHY CLOSE-UP VIEW
In add|t|on to the ava||ab|e Ceremony of
L|ght pr|nt v|ews, two v|sua|s have been
produced that comb|ne the v|sua| |dent|ty
w|th the trophy.
1he trophy |s h|gh||ghted by the
ceremon|a| beams and des|gned to be
used for w|descenes, w|th the env|ronment
of the stad|umc|ear|y v|s|b|e.
1h|s |mage has been des|gned to be cropped
to showthe trophy |n dramat|c c|ose-up deta||.
CROPPING
Theseexamples showthe
best way tocropthetrophy
wideviewwhenrequired.
CROPPING
These examples showthe
best way tocrop the trophy
close-up viewwhenrequired.
BACKGROUND VIEWS
VECTOR VIEWS
1he background artwork |s su|tab|e for
app||cat|ons that conta|n |arge amounts
of text or graph|cs and requ|re c|ean,
unobtrus|ve backgrounds.
1he vector v|ews shou|d never be mod|ed
and on|y the supp||ed artwork shou|d be used.
1he vector v|ews are su|tab|e for app||cat|ons
that requ|re bo|d, graph|c artwork such as
s|ng|e-co|our pr|nt processes and
merchand|s|ng app||cat|ons.
1|nted vers|ons of the vector artwork have
been created for use as background e|ements.
ACkGkOuND Lx1LkIOk vILw VECTOR AERIAL VIEW
VECTOR BIRDS-EYE VIEW
VECTOR SIDE VIEW
BACKGROUND BEAMS VIEW
BACKGROUND INTERIOR VIEW
BACKGROUND CORNER BEAMS VIEW
EXCLUSION ZONES
APPLICATION EXAMPLES
Some of the v|ews conta|n exc|us|on zones
where |t |s proh|b|ted to over|ay any text or
graph|c e|ements. 1hese areas are |nd|cated
here |n p|nk. v|ews w|thout exc|us|on zones
do not have such a restr|ct|on.
PHOTOGRAPHIC AERIAL VIEW
PHOTOGRAPHIC CORNER VIEW
VECTOR BIRDS-EYE VIEW
VECTOR SIDE VIEW VECTOR AERIAL VIEW
TICKET AND TABLE LIGHTS
LxCLuSION IONLS
PHOTOGRAPHIC SIDE VIEW PHOTOGRAPHIC BIRDS-EYE VIEW
1he Ceremony of L|ght |dent|ty |s the
common p|atformfor creat|ng fu||y |ntegrated
brand|ng and market|ng programmes wh|ch
are des|gned to effect|ve|y embrace the target
aud|ence and create a d|fferent|ated brand
exper|ence.
1he examp|es on th|s page |||ustrate
howthe |dent|ty shou|d be used w|th
add|t|ona| brand|ng and w|th the
uLIA Champ|ons League |ogo.
43
LOGO GUIDANCE
OFF-AIR USAGE

LOGO GUIDANCE
ON-AIR USAGE
Gu|dance has been deve|oped to support
partners |n ach|ev|ng a cons|stent presentat|on
of the uLIA Champ|ons League |ogo wh|ch
shou|d a|ways be c|ear|y |eg|b|e.
A|though |t |s des|rab|e to use the
uLIA Champ|ons League |ogo prom|nent|y,
over|y |arge uses can somet|mes appear
c|umsy and out of sca|e. If the |ogo |s added
as a s|gn-off/endorsement p|ease ensure
|t |s sufc|ent|y |eg|b|e.
CREATIVE NOTE
/ When reproduced at a small
sizeontheCeremony 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,
the at whlte verslon woo|d be more
suitable for better visibility.
/ Absolute minimum sizes should only be
used when there are no other options.
HAxIHuH HD SIIL: 552px h|gh
HAxIHuH SD SIIL: 302px h|gh
HINIHuH HD SIIL: 178px h|gh
ASOLu1L HINIHuH HD SIIL: 102px h|gh
HINIHuH SD SIIL: 95px h|gh
ASOLu1L HINIHuH SD SIIL: 52px h|gh
VISUALS
In these examples, the welcome backdrop
and the press kit folder are shown with logos
used at the correct size and ratio.
LOGO RATIOS
As 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.
FINAL IDENTITY
INTEGRATION
1o ce|ebrate the h|gh||ght of each season,
a un|que na| des|gn |s created wh|ch |n[ects
a avour of the host c|ty |nto the
uLIA Champ|ons League brand|ng.
1he lna| ldentlty e|ements wl|| be sopp|led at
the beginning of each season and will consist
o a|| the deslgn e|ements needed or the lna|
identity design. This identity can be used on the
UEFA Champions League Ceremony of Light
vlews or on a partner's own materla|s.
To introduce variety within the core blue
and sl|ver co|oor pa|ette, each lna| deslgn
will have two accent colours which can be
used during the knockout phase. Please see
page 19 for more details on howto use the
UEFA Champions League colour palette.
IINAL wOkD HAkk552x HIGH
IINAL 2013 ACCLN1 COLOukS 552x HIGH
IINAL LvLN1 OS1Lk
IINAL SLCIIIC 1OOLkI1 I1LHS
IINAL 1kOHY vISuAL
uLIA CHAHIONS LLAGuL LOGO
AN1ONL
267 C
AN1ONL
871 C Gold
CREATIVE NOTE
/ Final design guidelines clarify
when the lna| ldentlty deslgn
can be used during the season.
/ A|| lna| deslgns most a|so
prominently feature the UEFA
Champions League logo.
3. BRAND ACTIVATION
Web Banners 48
Broadcaster Web Banners 51
Mobile Device Graphics 52
Partner Promotion 54
Broadcast Toolkit 56
3-D Stereoscopic Broadcast Toolkit 59
Branding Development 60
Partnership and Collaboration 62
48 UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES 49 CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION
1he examp|es be|oware |nd|cat|ve formats
and based on the fo||ow|ng p|xe| d|mens|ons:
1he v|sua|s are not to s|ze and a|| the
mater|a|s shown on the fo||ow|ng pages
are prov|ded on the uS memory st|ck or
the uLIA Champ|ons League brand m|cros|te.
/ 120 x 468px
/ 250 x 300px
/ 80 x 800px
BRAND ACTIVATION
WEB BANNERS
1he examp|es be|oware |nd|cat|ve formats
and based on the fo||ow|ng p|xe| d|mens|ons:
1he v|sua|s are not to s|ze.
/ kectang|e 300 x 250px
/ w|de skyscraper 160 x 600px
/ kectang|e 160 x 120px
/ Leaderboard 128 x 90px
BRAND ACTIVATION
BROADCASTER
WEB BANNERS
1he examp|es be|owshowhowthe
Ceremony of L|ght artwork cou|d be
|ntegrated |nto mob||e app||cat|ons:
/ Start-up screens
/ wa||paper
BRAND ACTIVATION
MOBILE DEVICE GRAPHICS
54 UEFACHAMPIONS LEAGUE: BRANDIDENTITY GUIDELINES 55 CORE BRAND IDENTITY / 2012-15 VISUAL IDENTITY / BRAND ACTIVATION
1he examp|es be|owshowhowsecondary
|nformat|on works w|th|n the 2012-15
v|sua| |dent|ty and howthe partner's |magery
can be |ntegrated successfu||y w|th|n
spec|c v|ews.
BRAND ACTIVATION
PARTNER PROMOTION
EVENT POSTER
COLOUR LANDSCAPE ADVERTS
BLACK AND WHITE LANDSCAPE ADVERTS
PARTNER INTEGRATION 1IIO ANNLkS
The example belowshows howsponsorship
imagery should be integrated. The TIFO banners
are available as print artwork and as a ready-to-
use item within the broadcast toolkit.
PACKAGING
The example shows howthe vector view
artwork ls app|led to a sponsor's assets.
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 ACTIVATION
BROADCAST TOOLKIT
1he broadcast too|k|ts for the 2012-15 cyc|e
w||| equ|p broadcast partners w|th an even
w|der range of |tems to create |nsp|r|ng and
effect|ve screen promot|ons. 1he too|k|t,
wh|ch features 3-DStereoscop|c |tems for
the rst t|me, w||| be supp||ed to broadcast
partners before the start of a newseason.
STING WITHOUT LOGO
STING WITH LOGO
PROMO END PAGE
STING WITHOUT LOGO
STING WITH LOGO
BRAND ACTIVATION
BROADCAST TOOLKIT
BRAND ACTIVATION
3-D STEREOSCOPIC
BROADCAST TOOLKIT
1o ensure cons|stency when creat|ng spher|ca|
vers|ons of the Starba|| |ogo, a CGI mode| has
been deve|oped wh|ch sets the standard for
the th|ckness and shape of the stars needed
by a 3-D mode|. 1hese standards resemb|e
the 2-D s||ver |ogos descr|bed on page 11.
CREATIVE NOTE
/ Use of the 3-DStarball should be limited and
should not replace the use of the standard
(2-D) UEFAChampions League logos or the
Ceremony of Light visual identity.
/ Wherever a3-DStarball is used, the standard
(2-D) logomust bepresent incloseproximity.
3-D STARBALL
The 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 TITLES
All TV titles have been developed as 3-D
stereoscopic versions with a lot of additional
depth and realism.
1o support the partner network, and |n
part|cu|ar broadcasters, a comprehens|ve
3-D stereoscop|c package has been deve|oped
for the 2012-15 cyc|e. Deta||s of wh|ch can
be found |n the seasona| broadcast too|k|t
or can be requested from1LAH Harket|ng.
3-D MATCH GRAPHICS
All the key match graphics are available in 3-D
stereoscopic format to further highlight the
benelts o a 3D stereoscoplc broadcast and
add to the viewer experience.
3-D BROADCAST TOOLKIT ITEMS
Anextensivesuiteof 3-Dstereoscopic toolkit
items has beendevelopedtosupport broadcast
partners whowishtocreateimpressive3-D
stereoscopic programmes andpromotions.
Items includepromoopeners andclosers,
stings, loops andother elements.
CORRECT USAGE
ESTABLISH
Establish key brand contact in
organisation, attend one of the
UEFA/TEAM Marketing hosted
brand workshops.
UNDERSTAND
Developa goodunderstanding of
howtousethematerials andof
theoverall UEFAChampions League
brandstrategy.
DEVELOP
Develop own branding
strategy and unique
UEFA Champions League style.
OIIICIAL kANDING
Only use branding items supplied
by UEFA/TEAM Marketing and any
seasona| opdates ( e.g. or a lna|}.
APPROVAL
Seek approval where necessary.
CONSISTENCY
Ensure brand use is consistent
within the organisation and from
season to season.
AUDIT
Audit brand use and conduct
research with consumers to make
improvements for the future.
OBTAIN
Obtain all brand support materials
from UEFA/TEAM Marketing.
1 2 3 4
5 6 7 8
BRAND ACTIVATION
BRANDING DEVELOPMENT
Use the UEFA Champions League
to generate real brand meaning
for Heineken.

Source: 2011/12 uLIA Champ|ons League Campa|gn amb|t|on
Thedevelopment of UEFAChampions League
branding is a continuous process.

An understanding of howto 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
the partners o the competltlon reects the brand
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 AND
COLLABORATION
Together on the Ultimate Stage
TEAM Marketing
BRAND DEVELOPMENT
64 UEFA CHAMPIONS LEAGUE: BRAND IDENTITY GUIDELINES
IMPRESSUM
Concept and content: UEFA and TEAM Marketing
Layout and des|gn: Designwerk UK Ltd
2012-15 v|sua| |dent|ty: Radiant Studios Ltd
r|nt|ng: Identity
Copyright UEFA 2012
A|penqua| 30
O ox 14342
CH-6000 Lucerne 14
Sw|tzer|and
1e|ephone: +41 41 368 18 18
1e|efax: +41 41 368 18 00
www.team.ch
1he use of partner |ogos (for examp|e c|ub |ogos, sponsor and broadcaster
|ogos} and p|ayer |mages |n these brand |dent|ty gu|de||nes are str|ct|y for
|||ustrat|ve purposes. users of these gu|de||nes are respons|b|e for obta|n|ng
any consent, c|earance and/or reg|strat|on requ|red for the use of any
partner |ogo or p|ayer |mages.

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