Cautiously embracing modernity

The new Logo

The rebranding of the DFB was an evolution rather than a revolution. The new brand identity combines modernity with proven and familiar values. It combines the things that define the brand with the directions in which it wants to develop. The DFB logo was slightly adapted for this purpose and features a simpler and clearer design.

The entire identity was tidied up and revitalised.

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.

Designdesign principle

Anwendungsbeispiele neuer Markenauftritt

Tactics as

a design element

What would football be today without the correct strategy? The tactics icons are provided as additional illustrative elements in DFB Grey. Scalable, flexible – and intended for use over the football pitch markings as they would be in the stadium.


the new

brand typefaces

Strichpunkt developed the new brand typeface DFB Sans for the DFB. The DFB Stencil typeface is the defining stylistic feature of the DFB Cup competition. Combined with the green of the grass and the football pitch markings, it creates a powerful brand identity. Together, both typefaces are strong and robust, solid and timeless.

A real dream team.

DFB Stencil

DFB Sans Bold

DFB Sans Regular


The complete picture

of football

The new imagery is colourful and much brighter. Above all, it is authentic and radiates emotion and passion. The images depict real-life situations from the football environment and cover top-flight events as well as the world of amateur sports.

Covering the full spectrum from hero characters and "selfie charm", they convey a high-quality and consistent overall impression.


DFB Cup competition:

an icon gets

a new face

The DFB Cup competition with its proud tradition has its own laws and, since the summer of 2016, a new face. The primary colour of the identity is green. Positioned in the centre of the logo is the stylised trophy featuring a strong, contemporary design. Curved lines turn dynamically upward, making reference to a particularly emotional moment: when strips of gold rain down on the winners during the presentation ceremony.

Everything is in place for the next cup final in Berlin.

The new Logo

"We wanted a logo that was recognisable internationally and that excites the fans – ultimately, the DFB Cup competition is all about powerful emotions." Denni Strich,
DFB Marketing Director

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