We needed a sustainable change to help us adapt to an increasingly diverse digital media while also strengthening our relationship with clubs and honoring our brand heritage. As modern, simple and current as possible, without ceasing to be the player icon loved by billions of fans around the world. We’re ready for an overhaul.

The need to adapt to different digital media and the immediacy of the communication between a brand and its users, constitute

a scenario that requires a greater simplicity of visual language. Especially for the younger target, the use of digital media has become a matter of routine - preferably through the smartphone, privileging the digital over traditional channels of communication. This evolution of media consumption will continue to increase exponentially.

For the season 2017-18, we have refreshed the overall Bundesliga Brand Design experience.

Focus on football, minimal, digital oriented and colored by the clubs. The process of brand re-refresh took more than one year. It was a collaboration between Our internal team at DFLDS, DFL, some international design companies.

The re-design start with the logo and included the creation of a new font, color palette, family logo architecture, Marketing key visuals, On-Air live graphic, On-air Openers, Motion Graphic kits for promotion and social media, the website, the app and its social media profiles have also been redesigned.