Champions League Final 2025
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 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. I worked as the lead designer on the project, working closely with Miriam to direct and refine her artwork before translating her vision into a unique and memorable identity.
Project Roles
Design direction
Graphic language package
Licensing package
Guidelines design
Artworking and asset delivery
Client liaison
Champions League Final 2025
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 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. I worked as the lead designer on the project, working closely with Miriam to direct and refine her artwork before translating her vision into a unique and memorable identity.
Project Roles
Design direction
Graphic language package
Licensing package
Guidelines design
Artworking and asset delivery
Client liaison
Munich 25 animated key visual
Key visual: Miriam Ganser
Animation: Tom Bartley
Design direction: Oliver Bacon and Michael Berthon
Graphic Language
Each year, a key asset for the UEFA team is the final's decorative graphic. This asset must be a flexible graphic piece that can work in a multitude of crops across a wide range of touchpoints. I worked on translating Miriam's eclectic, irreverent key visual into a composition of abstract shapes and textures.
Graphic Language
Each year, a key asset for the UEFA team is the final's decorative graphic. This asset must be a flexible graphic piece that can work in a multitude of crops across a wide range of touchpoints. I worked on translating Miriam's eclectic, irreverent key visual into a composition of abstract shapes and textures.
Stadium Mark
As part of the branding toolkit, I designed a stadium mark to represent the Allianz Arena in Munich. The distinctive features of the stadium were captured in a sticker-esque style to compliment Miriam's street art aesthetic.
Stadium Mark
As part of the branding toolkit, I designed a stadium mark to represent the Allianz Arena in Munich. The distinctive features of the stadium were captured in a sticker-esque style to compliment Miriam's street art aesthetic.
Stadium mark explorations
Stadium Mark: Oliver Bacon
Munich 25 Wordmark: Guilhem Boujassy and Miriam Ganser
Stadium Mark: Oliver Bacon
Munich 25 Wordmark: Guilhem Boujassy and Miriam Ganser
Guidelines
I was tasked with producing extensive brand guidelines for the event that outlined the elements that made up the event identity and their usage. These guidelines also provided inspiration mock-up visuals for stadium dressing and city activations.
Guidelines
I was tasked with producing extensive brand guidelines for the event that outlined the elements that made up the event identity and their usage. These guidelines also provided inspiration mock-up visuals for stadium dressing and city activations.
Licensing Package
I created a set of licensing exclusive assets that could be applied by UEFA and their partners across merchandise. The licensing package was streetwear-inspired, utilising Miriam's playful urban style and applying the identity in a more expressive and unexpected way.
Licensing Package
I created a set of licensing exclusive assets that could be applied by UEFA and their partners across merchandise. The licensing package was streetwear-inspired, utilising Miriam's playful urban style and applying the identity in a more expressive and unexpected way.
