The UEFA Europa League brand positioning is based on ‘togetherness’ – it’s about fans and players, striving to make it to final together and lift the legendary trophy.
UEFA creates a new identity for the Final every year, and in 2018 it was held in Lyon. Careful consideration was given to distinctive elements of the host city which were then included in the design.
The Final word mark was inspired by The Confluence, an area at the southernmost point of the Lyon peninsular where the Rhône and Saône rivers meet. For a city steeped in tradition and architectural history, the point at which the two rivers meet has come to symbolise the convergence of the old and new, of Lyon’s past and future. This is suggestive of the meeting of two teams or two sets of opposing fans, and their journey across Europe to get to the final.