BRAND REFRESH INTERNATIONAL OPENER

TitleBRAND REFRESH INTERNATIONAL OPENER
BrandDFL DEUTSCHE FUßBALL LIGA GMBH
Category G05. Motion Graphics Design & Animation
Product/ServiceFUßBALL BUNDESLIGA
Entrant DFL DIGITAL SPORTS Cologne, GERMANY
Idea Creation DFL DIGITAL SPORTS Cologne, GERMANY
Production DFL DIGITAL SPORTS Cologne, GERMANY
Credits
Name Company Position
Thomas Markert DFL Digital Sports GmbH Creative Director
Juan Pablo Kessler DFL Digital Sports GmbH Art Director
Facu Labo NXTID Director
Patricio Verdi NXTID Executive Producer

The Campaign

“INSPIRED BY DIGITAL, COLORED BY CLUBS” We wanted to achieve simple, bold and smart graphics. Simple so to be very functional, bold to transmit strength and power and finally smart because everything is well thought as in color and animations. In design, we used a grid module based on the size and shape of the new Bundesliga Logo. This shape repeated left, right, up and down will give us a uniform grid with lots of modules. Also, we created “cards”, layered elements on top of each other that when one of these cards peels away, it reveals what comes next to it. In motion, we created a system that these cards will always move from left to right or right to left, never random or up and down. We restricted the movements of the elements in two main variables that remit to human contact with technology, pinch, and swipe.

Creative Execution

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.

Indication of how successful the outcome was in the market

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. In July of 2017 all the assets were delivered to our stakeholders including, subsidiaries company’s, Clubs from first second Bundesliga division, National and international broadcaster. Daily the re-fresh reach millions of fans through the stadiums, Club jerseys, TV broadcast, web/social media channels and digital app.

.DFL to Modernize Bundesliga’s Logo; Openers and Digital Graphics In connection with a brand refresh for Bundesliga, DFL Deutsche Fußball Liga has updated the Bundesliga logo, the TV opener and the graphics to bring them into line with the digital era. The primary focus is on "digital first" and a flat design. The new logos have been specially designed for optimised use across all digital channels from social networks to TV screens. For this purpose, the Bundesliga player seen in the current logo has been reinterpreted. Whereas this player and the logo itself had a 3D look, the flat-design logo now comes in a 2D design. In the new DFL logo, the player is no longer featured in the familiar red-field logo. The logo forms part of the completely revised corporate identify kit, which for the first time also includes a proprietary Bundesliga typography and a distinct logo for Bundesliga