Every year, the UEFA Champions League final is given its own unique visual identity, bringing the spirit and culture of the city to life in the final’s brand. This identity is used across the city, stadium, broadcast and online, reaching millions of people across the world.
TwelfthMan was appointed by UEFA to create the identity for the 2025 final, held at the Munich Football Arena, in close collaboration with Bavarian artist and designer Miriam Ganser. As an artist who incorporates graffiti into her artistic practice, the concept for the final’s key visual was centred around her view of Munich as an ‘urban playground’. This artwork became the foundation for an unexpected and energetic brand identity befitting of the biggest match in club football.
Bursting with character
Inspired by Miriam’s ‘urban playground’ key visual and her vibrant artistic style, we created a comprehensive brand toolkit. A playful Munich wordmark, energetic decorative patterns with references to street art, and a streetwear-inspired licensing package led to a cohesive visual language that remained fresh and varied across the event’s numerous touchpoints.
