The Event Design Launch took place in the Great Hall at Wembley and was hosted by Sky Sports presenter Richard Keys whilst ambassador Gary Lineker and representatives from the likes of UEFA, The FA, Wembley Stadium and the Greater London Authority where also in attendance.

'The Lions of London' logo is centered around the host city's unique mixture of tradition and innovation - a city which ancient history meets popular culture.

The visual identity for the 2011 UEFA Champions League final is inspired by modern British designers - from Vivienne Westwood to Saville Row tailors - who blend traditional elements into their contemporary designs.

Referencing the historic lions found on statues, ironwork and paintings across the city, the centrepiece of the identity is a modern day, heraldic crest with stylised lions supportingthe iconic European Cup trophy. The battling lions represent the two finalist teams competing to be the champions of Europe.

The heraldic crest is representatitve of London's history and heritage with the contemporary styling of the design reflecting the city's reputation as an international creative centre.

The elegant proportions of the European Cup provide the central element of the crest. The trophy is the unltimate prize in European club football and the iconic focus for the visual identity.

The identity uses two quintessentially English typefaces, Caslon and Gill. Both fonts have a strong association with London and lend gravitas to the designs without looking old fashioned.

In addition to the crest, the 2011 Final identity utilises a series of images of competing lions. The lions are shown in traditional heraldic poses - sitting, stalking and fighting. They provide a broad 'visual language' for the event, instilling designs with a sense of passion and energy.

London based design and branding agency, Radiant Studios, is behind the visual identity and design package created specifically for the UEFA Champions League Final 2011.

The Final takes place on Saturday 28 May 2011 and is the sixth time the European Cup Final has been held at Wembley, although this is the first time since the stadium was rebuilt.