The new brand embodies prestige, ambition and global stature, showing the best of Asian football to a global audience. A bespoke visual language was developed to express excellence and momentum, supported by a colour system and design elements that bring clarity and distinction to every touchpoint. The design adapts fluidly across every setting, delivering a seamless and cohesive experience for all throughout the competition.

Polymath also worked with Thomas Lyte, the official trophy supplier of the AFC Club Competitions, to guide the creative direction of the new trophy so its form reflected the identity and the values of the competition.

The result is a confident and contemporary identity that positions the AFC Champions League Elite™ as a world class competition, reflecting the ambition of Asian football and uniting its diverse audiences under one powerful visual expression that showcases the continent’s elite on the global stage.