Ahead of next May's Final at Wembley, UEFA launched this season's logo.
UEFA today launched the design for the Champions League logo of 2010-11 at Wembley Stadium, ahead of the Final here next May.
The Event Design Launch took place in the Great Hall at Wembley and was hosted by Sky Sports presenter Richard Keys whilst ambassador Gary Lineker and representatives from the likes UEFA, The FA, Wembley Stadium and the Greater London Authority were also in attendance.
‘The Lions Of London’ logo is centred around the host city’s unique mixture of tradition and innovation – a city in which ancient history meets popular culture.
The visual identity for the 2011 UEFA Champions League final is inspired by modern British designers - from Vivienne Westwood to Savile Row tailors - who blend traditional elements into their contemporary designs.
Referencing the historic lions found on statues, ironwork and paintings across the city, the centrepiece of the identity is modern-day heraldic crest with stylised lions supporting the iconic European Cup trophy. The battling lions represent the two finalist teams competing to become the champions of Europe.
The heraldic crest is representative of London’s history and heritage with the contemporary styling of the design reflecting the city’s reputation as an international creative centre.
The elegant proportions of the European Cup provide the central element of the crest. The trophy is the ultimate prize in European club football and an iconic focus for the visual identity.
The identity uses two quintessentially English typefaces, Caslon and Gill. Both fonts have a strong association with London and lend gravitas to the designs without looking old fashioned.
In addition to the crest, the 2011 Final identity utilises a series of images of competing lions. The lions are shown in traditional heraldic poses – sitting, stalking and fighting. They provide a broad ‘visual language’ for the event, instilling designs with sense of passion and energy.
London-based design and branding agency Radiant Studios is behind the visual identity and design package created specifically for the UEFA Champions League Final 2011.
The Final takes place on Saturday 28 May 2010 and is the sixth time the European Cup Final has been held at Wembley, although this is the first time since the Stadium was rebuilt.