A one of a kind architecture with its scaled facade, that is adjustable, depending on the event, using a unique lighting system, U Arena was created to be the largest enclosed arena in Europe. The site’s architecture was awarded to Christian de Portzamparc's Architecture and Urban Planning firm.
In addition to sport, the venue was designed to be an integral part of the urban and economic landscape and to become an unmissable stop on Europe’s cultural and entertainment circuit. The idea is to create a special connection between the facility, the artists or athletes and their audience. To help the Arena do just that, CBA created a brand for the vast arena: a name, a brand platform and a graphic charter.
To embody the unique space and it's ability to host everything from concerts and sporting events to premieres and conferences, CBA created a chameleon-like brand to match. The design includes a versatile logo with 11 colors that can adjust and adapt, expressing multiple activities and bringing the stadium -in all its forms- to life.
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