Football Shirt Culture.com

After unveiling a new UEFA cup logo and setup last month, the UEFA has unveiled its new visual identity for the 2009 UEFA Champions League final in Rome, a design that combines today's competition trophy with the ancient Roman symbol of victory, a laurel wreath.

Wreaths were worn by victorious emperors as they rode through the streets of Ancient Rome in carriages drawn by white horses, and have a special place in the city's history.

Framing the main elements of the design is a stylized portrait of Rome's famous landmark, the Colosseum.

Taken together, the different parts of the new identity reflect the city's history, architectural heritage and passion for football.

The identity will appear in promotional material, tickets and web banners. It will also be supplied to all the official sponsors of the UEFA Champions League for use in publicity material and activities ahead of the final at the Stadio Olimpico in Rome on Wednesday 27 May.

Produced by the London-based graphic design and branding agency Radiant, its objective is to help promote the final and enhance the prestige of one of the world's biggest sporting events.

Unveiled at a morning news conference in the Palazzo Senatorio on Rome's Campidoglio hill, the design will be presented to the city and its residents later in the day in dramatic style, as it is projected on to the Colosseum from 18.30CET.

Tickets for the final, the last to be held in midweek, will go on sale from 16 February.