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UEFA CHAMPIONS LEAGUE FINAL, CARDIFF 2017

We blew fire.

Each year UEFA creates a new identity for the Final of its flagship competition the UEFA Champions League, and in 2017 it was held in Cardiff.

Cardiff’s identity was inspired by the iconic Welsh dragon. The dragon is a huge part of the Welsh national heritage, and it features on many historic buildings throughout Cardiff as well as the national flag. The Welsh capital a modern city with a rich and ancient history, where innovative architecture sits alongside historic buildings. 

The creative concept integrates the dragon with subtle Celtic patterns and copper of the Millennium Centre.

The Final identity was implemented across a wide variety of deliverables, including all event branding and digital media.

Images supplied by Getty images.

 

Deliverables:

Final strategy
Identity
Key visuals
Event branding & applications
Final identity guidelines
Activation guidelines
3D model dragon
Stakeholder USB package

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