New kick-off:
DFB and Strichpunkt design umbrella brand rebranding
The new brand identity is intended to help make the association's diverse tasks and content more visible. To achieve this, Strichpunkt and the DFB rely on a flexible design system that brings the DFB's achievements and responsibility to life, both on and off the pitch. At the core are a revised logo, a resulting Supersign, a new color palette, and a fully variable font – all brand-defining assets for the DFB's broad and dedicated work.
The lead design- and branding agency Strichpunkt has realized a new brand identity in cooperation with the German Football Association (DFB), making the breadth of the DFB's tasks more visible, emotional, and accessible. The rebranding replaces the previous design from 2015/2016, for which Strichpunkt was also responsible. The current challenge was therefore to revise their own ideas and modernize them in light of the increased demands on the brand.
The DFB is the largest sports association in the world. Furthermore, it assumes social responsibility and supports charitable projects. This diversity is now also reflected in the design: The association logo was adapted, for example, the points were removed so that the round table now stands for open dialogue. The introduced Supersign symbolizes the DFB's three-part mission in the areas of Organization, Community, and Sport. It complements the existing pitch asset in its central role as a brand-defining element; the pitch remains a component of the identity in a reduced form.
In addition, Strichpunkt revised the entire color palette: A light- and darkmode of the brand was expanded, together with bright accent tones, all derived from the world of football. The existing corporate typeface "DFB-Sans," originally developed in collaboration with the type designers at Supertype, has now been expanded from 6 to 56 styles. It is now available as a fully variable font: from "Compressed" to "Super Extended" and from "Light" to "Black," each as Regular and Italic styles.
Holger Merk, Head of Brand Management at the DFB, says: "The rebranding is not an end in itself for us, but a strategic instrument to bring our mission statement to life internally and to sharpen our profile externally. We have been successfully developing our brands together with Strichpunkt for ten years. This close cooperation is consistently reflected in the convincing results – and especially in this rebranding."
Markus Dunke, Studio Lead Stuttgart & Member of the Executive Board at Strichpunkt, says: "We started with the ambition of giving the DFB a design system that is as multifaceted as football itself. With this bold rebranding, the DFB shows that tradition and transformation are not mutually exclusive but can work together perfectly when the right team is on the pitch."
The rebranding will be rolled out across all relevant touchpoints (analog, digital, motion). Strichpunkt had already created new brand identities for the DFB Women's and Junior National Teams in the summer of 2025, and two years prior, the design and branding agency revised the identity of the Men's National Team.
