Since 1999, the UEFA Champions League final has been given a unique visual identity in order to increase the marketing appeal of the event. Designed by London-based design and branding agency Radiant, the theme for the 2009 final was revealed on 25 October 2008, and it incorporated several typically Roman images; the logo was centred around an outline of the European Champion Clubs' Cup, upon which was written "MMIX" - "2009" in Roman numerals; around the base of the trophy was a stylised laurel wreath, and in the background was a simplified image of the interior of the Colosseum. An alternative logo consisting of the UEFA Champions League logo surrounded by a laurel wreath was also released. The entire theme was based on a colour scheme of deep red and silver-white.