BRAND REFRESH DFL DEUTSCHE FUßBALL LIGA

ClientDFL DEUTSCHE FUßBALL LIGA GMBH
Category A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
TitleBRAND REFRESH DFL DEUTSCHE FUßBALL LIGA
Product/ServiceDFL DEUTSCHE FUßBALL LIGA GMBH
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
Heinrich Paravicini Mutabor Director Agency
Paul Neulinger Mutabor Art Director Agency

The Campaign

“Design Embracing Football”: The new design had to pay special attention to being Digital First – flat design – while still honoring its connection to the football experience. The updated logo celebrates the familiar colors and dynamic movement beloved by fans. “Digital times logo”; The Bundesliga logo describes a square. therefore, it perfectly fulfills the branding space requirements of the social media channels. The synthesis and flat design of the new logo allows a better integration of the main needs and digital supports with an iconic and controlled result. “Focus on sport and respect for clubs”, The on-air graphics are super clean and as uninvasive as possible. The Bundesliga player icon adapts to the color of each club when representing the clubs, and keeps the corporate color when Bundesliga communicates for itself. Our player – our hero – takes the foreground against a beautiful array of club logos and colors.

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