Men's
national team

DFB

01Overview

Kickoff for a

new era of design

The national team’s image obtains fresh contours, more emotion and an even closer relationship with fans. New challenges and an altered strategic direction bring new brand values to the fore. This updated tonality also affects the expectations of the corporate design. With their modular design system approach, Strichpunkt’s branding experts laid the foundation for current image of the German Football Association (DFB) and thus for the men’s national team back in 2016. This was unquestionably a milestone. Now, in 2023, the brand is able to reinvent itself entirely on this basis and thus forge ahead into a new era.

TOOOOOOOOR

02Design

Re

Design

One new element of the branding is a points structure that combines images with graphical elements, thus enabling unprecedented intricacy of design. Classic design elements such as the logo featuring an eagle and four stars as well as the distinctive line markings that pervade all DFB brands are left untouched, apart from the color scheme, and therefore remain strong touchpoints for the entire DFB brand universe. All design innovations illustrate the revised strategic brand values, enable even closer relationships and not least a modern direction for the future.

03Typography

Typographic

expansion

Since the redesign in 2016, DFB Sans has been a brand-defining element of the entire DFB universe. To lend the men’s national team even more individuality, the existing family has been expanded with a variable font – DFB SANS VAR ITALIC.
The new capabilities of this font make it possible to render the emotions of soccer in the design merely through typographical play. Goal celebrations, crowd waves, and dynamic play are captured in the typography both statically and in animation.
As well as the additional opportunities for emotive design, the variable font also offers maximum flexibility, especially in view of the increasing quantity of digital touchpoints.

Variable font

Emotional

Deutschland

LIGHT REGULAR BOLD BLACK

Functional

DFB SANS regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !”§$%&/()=,.;:-—

DFB SANS bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890 !”§$%&/()=,.;:-—

„The redesign centers on the black, red and gold of the German flag. Together with the newly developed, variable font, it enables a flexible and above all an emotive use of the design system at all touchpoints.“

Tobias Held
Senior Art Director (Strichpunkt)