New look and new logo for the VELUX EHF Champions League

The final weekend of the 2011/12 season also saw the beginning of the future for the VELUX EHF Champions League, with the launch of a new corporate identity for Europe’s premier club handball competition.

The new logo and corporate identity were revealed on the opening day of the VELUX EHF FINAL4, the final weekend of the competition, in DOCK.ONE to a large audience of invited guests, partners and sponsors.

Inspiration for the three-coloured star design came from fast-moving dynamic of the game and the movement of both players and the ball.

The three colours in the new logo reflect the blue of the Champions League, which has been retained but updated in new and vibrant gradients, winning gold and the red of title sponsor, the VELUX Group.

Creative agency, e-types, based in Copenhagen, developed the new brand identity. Their remit was to create new and fresh image, which could reflect the competition’s status as the premium club handball competition in Europe, whilst capturing the elements of prestige, sporting dynamic and passion that go with the competition.

Peter Vargo, Managing Director of EHF Marketing GmbH, said: “The new logo is an evolution of the existing Champions League logo and branding. We have kept key elements but wanted to create a new and exciting brand identity that would help us to be much more creative with our image in the future. I am confident that this new look is another positive step forward for the product “Champions League”.

At the core of the logo is a new modular design system, which also sees the development of a new EHF logo as the primary anchor for all of the federation’s products in the future. The new EHF logo together with a specially designed EHF font will be officially launched at the EHF Congress in Monaco on 22 and 23 June 2012, and will be in use from 1 July 2012.

The new VELUX EHF Champions League logo and corporate identity will be in use in the competition across Europe from the start of the 2012/13 season.