Strichpunkt Design sets new standards for the DFB

Emotionality meets modernity

A fresh design, new emotionality and an increased focus on fan proximity define the kick-off of a new era.

New requirements and a changed strategic direction are bringing new brand values into focus. This updated tonality also has an impact on corporate design requirements. With their modular design system approach, the branding experts at Strichpunkt, branding lead agency of the German Football Association, laid the foundation for the DFB's current image and thus the men's national team back in 2016.

The aim of the rebranding was to create space for emotions through an open and inviting character and consequently to strive for a more intensive connection with soccer in Germany. The colors of the German flag, black, red and gold, are at the heart of the redesign. They can be used flexibly as a design element in every touchpoint. By expanding the DFB Sans font family, a variable typography was developed that also lends informative content a high level of emotionality and thus - metaphorically speaking - cheers on the team.

The new design element is a dot structure that links image content with graphic elements and thus enables a multi-layered design. Classic design elements, such as the logo with the eagle and the four stars as well as the distinctive pitch lines, which run through all DFB brands, remain unchanged and will continue to form strong links to the entire DFB brand cosmos in the future. All design innovations embody the revised strategic brand values, enabling even more approachability and a modern orientation for the future. It is also clear that the focus is increasingly clearly and eagerly on the EURO 2024 in Germany.

Strichpunkt re-branding DFB


Strichpunkt re-branding DFB


Strichpunkt re-branding DFB


Strichpunkt re-branding DFB


Strichpunkt re-branding DFB