Concacaf asked us to create a new identity for their most elite competition – the Scotiabank Concacaf Champions League. Straight away we knew we wanted to design a mark that reflected the stature of the tournament. We also wanted to celebrate the Concacaf Champions League trophy and feature the Concacaf unity symbol. An equally important challenge to solve was to embed the Scotiabank identity so it is intrinsic to the design - not bolted on.

We concentrated our efforts on the ultimate prize – the trophy. Rather than opting for a realistic depiction we wanted to develop a creative interpretation of it. Over a period of several days we explored how we could do this, eventually taking the bold decision not to show the base but instead to focus our attention on the top two thirds of the trophy. This is where a series of upward strokes create a unique and therefore memorable feature which we knew we could express in a dynamic way. This approach also meant we could feature the Concacaf Unity Symbol on the logo (it is embedded in the top portion of the trophy). Again, our representation of this is interpretive – focusing on the essence of the mark.

A secondary brand layer supports the identity by providing brand essence in tune with the expression of the logo. It features elements of the trophy in grey and gold used over black which provide dramatic graphic interjections across all activations from match tickets to stadium graphics.

The identity was first implemented for the 2018/19 season.

"Working with Designroom Sport has been such an important experience for me as the Concacaf Brand Manager. I have leveraged on their robust branding experience in the football world to successfully re-brand our top Premiere Club Competition, the Scotiabank Concacaf Champions League, elevating it to a whole new level. DRS brought to life our vision, where title sponsor and the Concacaf property came together creating a beautiful and balanced mark. This 2019 SCCL season was a complete success and we are ready to keep building on the most important club brand in the region, and are looking forward to an even greater season in 2020."

Juan Ascanio

Brand Marketing Manager at CONCACAF