DFL BRAND REFRESH 2021

TitleDFL BRAND REFRESH 2021
BrandDFL DEUTSCHE FUßBALL LIGA GMBH
Product/ServiceDFL 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
Credits
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.