New tactics

Lead agency for the DFB –

a dream assignment

Football is Germany's favourite sport. Almost everybody knows its umbrella organisation. Consequently, the invitation by the DFB to pitch the development of a new brand identity generated quite a buzz. And after a great deal of hard work on our part, it saw us rise to the top of the league in symbolic terms:

Strichpunkt has been the DFB branding lead agency since 1 January 2017.


Finally, there is unity

in the team again

For many years, the DFB umbrella brand and its sub-brands competed as individuals. From now on, they play as a team. Typefaces, colours, imagery and logos share a common design language. The hero brands for the national team and DFB Cup competition retain plenty of independence, while other brands have moved closer to the umbrella brand identity.

Together, they all form a strong DFB world.

Discover more

about the branding strategy.

New DFB-Logo

New DFB Pokal Logo

"Being given the opportunity to help shape the changing face of German football at brand level is like scoring a goal in the Cup Final." Jochen Rädeker,
Managing Partner Strichpunkt

The football pitch

is the defining feature

The brand identity has become clearer and simpler, to create space for the many and varied applications. Characteristic features include the generous use of white space and the sections of the pitch. Fine, green lines that permit a playful approach to design.

An element that every football fan will easily recognise.

Discover more

about the design of the new DFB brand identity.


From curry sausage to champagne:

an open modular system

for the DFB

The DFB operates in a world of conflicting priorities and extremes. These range from district leagues to national teams, from youth training to World Cup titles. It is this level of diversity that makes the association unique.

It is also a diversity that led as a logical consequence to the development of a flexible corporate design.

Discover more

about our adaptable corporate design approach.

Project inquiries

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