SP develops DFB-ePOKAL brand

powered by ERGO


In our function as branding lead agency for the German Football Association (DFB), we designed the entire brand world around the association's eFootball division.


Strichpunkt develops the ePOKAL brand for its client DFB

In their function as branding lead agency for the German Football Association (DFB), the experts from Strichpunkt designed the entire brand world around the association's eFootball division. Agency partner WE SUM produced matching motion-picture spots and accompanying photographs for the creation of the new DFB brand.

Stuttgart, May 07, 2021. eFootball culture is particularly driven by the community spirit. In order to include the broad fan base of the eSports world in Germany as well as the fans of the DFB-eNATIONALMANNSCHAFT in the design of the brand world around the new DFB-ePOKAL powered by ERGO competition, the DFB has decided on a "crowd design": For the centerpiece of the new DFB-ePOKAL brand, the new trophy, the designers from Strichpunkt, together with STARK, an agency specializing in eSports, relied on a process that consistently involves the community.

For this purpose, the gamer community answered five questions about the basics of the trophy design, which revolved around the sub-areas of base, shaft, cup, color and coating. The final design of the trophy was then created based on the survey results. Together with all DFB-ePOKAL brand elements such as logo and visual language, the trophy completes the unmistakable brand design created by the experts from Strichpunkt. The new brand identity and the trophy are now being launched to kick off the first DFB-ePOKAL main round. The launch is accompanied by a film that stages the creation of the trophy in an abstract design studio and at the silver manufacturer Koch&Bergfeld in Bremen. The film & photo production WE SUM (Constance/Berlin) is responsible for the concept and production of the TVC, the online spots and accompanying photo series. The main round and the finals are given a prominent stage, as both will be shown on free TV by the channel ProSieben MAXX from May 6 to 9. The DFB-ePOKAL can also be watched online in a livestream on Twitch and esports.com.

As with the DFB-POKAL for men, women and juniors, the logo of the new DFB-ePOKAL brand is also derived from the trophy. Through its colors and design elements, the entire brand can be associated with both the DFB-eFOOTBALL world and the entire DFB brand world - but it also has a high degree of independence. The DFB-ePOKAL brand identity is characterized by the neon green game field details in combination with a striking color contrast and "glow effect", which is inspired by the gaming world and underlines the event and tournament character. Structures within the game field details and in the background support the bilingual design language of physical and virtual soccer. The design is intended to represent the balancing act between analog soccer and the gaming world and to bring these two worlds together - this is also the DFB's goal.

Holger Merk, Senior Head of Strategic Marketing at DFB GmbH: "In the gaming world, participation makes all the difference - both in the game and around it. That's why we consistently pursued the approach of developing the trophy as the centerpiece of the new DFB-ePOKAL brand together with the community. Strichpunkt did a great job of getting to the heart of the fans' voices and translating them into the design of the trophy."

At the start of the main round of the DFB-ePOKAL, the trophy, the accompanying film and the finished logo of the newly created competition can now be seen by the public for the first time. And will soon be tangible for the first winning team.