The new ULEB Cup for the 2007-08 season comes with a brand new look, too. The ULEB Cup logo and colors have been totally re-designed to point toward a strong future for the newly expanded competition. The new logo follows the concept of the the Euroleague Baskteball logo launched two seasons ago, transforming the e-ball into a u-ball. Apart from displaying a U symbolizing the ULEB Cup, the u-ball simulates the shape of a basketball. This new logo tries to communicate the main brand values of competition, challenge, youthfulness, fashion and fun. The creation of this new logo coincides with a new era for the ULEB Cup competition, which has increased its participating teams to 54, and which will crown its champion in a Final Eight for the first time, giving its winner a spot in the next Euroleague Basketball season. The logo has been created by the Spanish agency Proximma Comunicación, who has worked also in other Euroleague Basketball projects such as the design of the new champion trophy.