Title	DFL BRAND REFRESH 2021
Brand	DFL DEUTSCHE FUßBALL LIGA GMBH
Product/Service	DFL DEUTSCHE FUßBALL LIGA GMBH
Category	A02. Rebrand / Refresh of an existing Brand
Entrant	DFL DIGITAL SPORTS Cologne, GERMANY
Idea Creation	MUTABOR Hamburg, GERMANY
Idea Creation 2	NXTID Buenos Aires, ARGENTINA
Production	DFL DIGITAL SPORTS Cologne, GERMANY
Production 2	REALITY CHECK SOLUTIONS London, UNITED KINGDOM
Post Production	DFL DIGITAL SPORTS Cologne, GERMANY
Additional Company	DFL DEUTSCHE FUßBALL LIGA Frankfurt, GERMANY

Name	Company	Position
Christian Pfennig	DFL Deutsche Fußball Liga GmbH	Director Marketing Communication
Thomas Markert	DFL Deutsche Fußball Liga GmbH	Creative Director
Blazenka Ceh	DFL Deutsche Fußball Liga GmbH	Brand Management
Juan Pablo Kessler	DFL Digital Sports GmbH	Creative Director
Jonas Paar	DFL Digital Sports GmbH	Art Director
Simon Hallmann	DFL Digital Sports GmbH	Motion Designer
Lukas Emmel	DFL Digital Sports GmbH	Graphic Designer

Background

Objectives and ideas of this brand refresh - Focus on on-air graphics - Fresh and innovative appearance - Appeal to younger target groups - Highlight league and club branding - Digitally versatile Core ideas - Free standing player - Ball as signature motion design - 3-letter code for a more compact permanent scoreboard - Stronger use of club colors and logos - Introduction of unfortunately 3D effects in flat design - Textures based on materials from soccer Our design takes 100% reference from soccer. Inspired by traditional scoreboards in stadiums, we have developed a permanent scoreboard in three levels, which presents information in a simple, understandable and dynamic way. The introduction of the 3-letter code for the clubs allows for a compact and streamlined design. The use of club colors in the permanent scoreboard is another key design feature that allows us to celebrate our clubs' identity even more

Describe the creative idea (40% of vote)

New Score Bug Architecture The design is 100% football-related. Inspired by traditional stadium scoreboards, we created a three-stage score bug that hierarchizes information in a dynamic and easily decodable way. The inclusion of the three-letter code for club naming provides a compact and slim design, while celebrating the identity of the teams by transferring their colors to the bug as a main design feature. Player The player is the most important key visual and the icon of the Bundesliga and Bundesliga 2. It gives every touchpoint an instantly distinctive mark. The player is particularly suitable for large formats or intro or outro communication. Grid The grid framework fundamentally consists of 6×6 equal-sized areas, which contain either six or two modules. The composition of the grid may not be modified. The grid is available in a multicolor version (black, red, white, and gray) and as a monochrome version in gray

Describe the execution (40% of vote)

The Bundesliga and Bundesliga 2 are the only professional football league whose communication is 100% game-based. Our icon is the very core of the game, its essential part: the player. For this launch, the player is freed from the support, from any kind of frame, to function as an independent and striking element. The player does not replace the logo but is a new element in the Bundesliga 2 and Bundesliga’s communicational universe that always works according to the context in relation to it.

List the results (20% of vote)

The design is 100% football-related. Inspired by traditional stadium scoreboards, we created a three-stage score bug that hierarchizes information in a dynamic and easily decodable way. The inclusion of the three-letter code for club naming provides a compact and slim design, while celebrating the identity of the teams by transferring their colors to the bug as a main design feature.