Europa League: MassiveMusic develop audio identity as part of full brand refresh
UEFA's Europa League have refreshed their visual and sonic brands in an attempt to accentuate the bolder, more authentic characteristics of the league, in contrast to the prestigious feel the Champions League. The Europa League audio assets consist of a brand anthem, along with 20 shorter variations for use in idents and bumpers.
UEFA describe their new audio marketing identity as an "uplifting and powerful expression". Much attention was paid to emotional storytelling both on and off the pitch. "The energy, pace and intensity of the theme helps create a consistent UEFA Europa League experience for all fans, no matter if they’re in the stadium or watching at home with family and friends", say UEFA.
The anthem will be played before every game in the upcoming season and beyond. It is bolstered by 20 variants, including short bumpers for team line-ups and match countdowns. The music was composed by a team at MassiveMusic and recorded in collaboration with the string section of the Dutch Metropole Orchestra. Their aim was to create a sound which could stand the test of time but also be easily adapted. The recording comprises over around 30 violins, which MassiveMusic's producers then remixed to include electronic elements, in order to combine tradition with modernity.
“For any football fan, UEFA have a few iconic anthems that are instantly recognisable, and that’s precisely what we wanted for the UEFA Europa League sound," said Hans Brouwer, founder and CEO of MassiveMusic. "We wanted to bring a feeling of ‘togetherness’ through the sound, where fans can take ownership of the anthem, much like with their own club chants. "It’s an anthem that has a combative feel to it and a football team’s ultimate goal is to win the competition – to strive for glory.”
The accompanying visual identity was created by agency Turquoise, who developed a richer colour palette, bespoke typeface, and a new orange "energy wave". Much of this new branding was inspired by the Europa League trophy which has rectangular sides and is made of hammered metal, in an attempt to convey the "rawness and edginess" of the league.
MassiveMusic are well versed in audio branding for sport, having previously developed sonic identities for the Premier League and the Dutch Olympic team.