Dan O'Toole, brand manager, UEFA, said: “By providing the broadcasters with a full comprehensive on-air toolkit, the UEFA Cup brand strategy is based on what you can do, rather than what you can't."
Danny Smit, creative director, English & Pockett, said: "We wanted to create a sequence for the UEFA Cup competition that generated a buzz of unpredictable electrical energy akin to that created in the moments before a big live match."
Directed by Smit, the new on-air identity sequence has been created to reflect what is described as the 'raw and unpredictable' nature of the European club competition.
It sees the UEFA cup logo transform into an electric ball of white light and energy that shoots across the screen, bringing into being the glowing silhouettes of football players as they perform their skills.
Deliverables in the on-air identity package include; opening and closing sequences, animated logo sequences, break bumpers, virtual and print studio backdrops, onscreen information graphic templates and studio desktop branding.
