Time for a new beginning
The activities of the DFB, which has over 6 million members, are divided between popular sports and the national teams. Its work involves a great many people – and triggers the powerful emotions typical of the beautiful game. Consequently, the DFB is well used to criticism. And admitting to its mistakes. To signal a new departure, a decision was taken to strengthen the entire association again. To realign the umbrella brand in visual terms. To harmonise the sub-brands.
The goal was to turn the DFB into a strong "We brand".