Three Teams
one Family
DFB
Ready for the
next Era
The new brand identity of the national teams showcases a clear edge, emotional depth, and genuine fan proximity. New values and strategic goals characterise the visual change, based on the modular design system that we developed for the DFB back in 2016. This created the basis for a flexible and future-proof appearance.
The men's, women's and junior national teams each bring their own attitude, energy and visual identity — linked by common principles and an overarching design system. Change and role model function, enthusiasm for the game and courage for the future: each team visibly presents its character to the outside world — individual in expression, united in attitude and system.
A brand ready for the next era in German soccer.
Shaping diversity,
Showing Cohesion
The central new design element in the brand identity is a variably used black, red and gold motif - characteristically accentuated for each team. For the men's national team, this is reflected in a classic black, red and gold element. For the women's national team, a deep red dot structure stands for strength and self-confidence. The juniors rely on a bright red, dynamic pattern as a symbol of energy, movement and new beginnings. The result is a consistent design principle with room for individual identities, tailored to the attitude, style, and orientation of the teams.
Classic design constants are retained: the DFB logo with eagle and stars, the iconic pitch lines and the powerful, variable corporate font DFB Sans. They create recognizability and connect the teams in the visual brand cosmos. A design that makes diversity visible and cohesion tangible.
Typography in movement
Variable DFB Sans
DFB Sans has characterised the visual appearance of the DFB since the redesign in 2016. To give the national teams even more expression and independence, the font family has now been expanded to include a variable, dynamic italic version: DFB Sans VAR Italic.
It brings even more movement, as exemplified by soccer, to the design. With the font's variable axes, emotions such as goal celebrations or laola waves can be typographically staged: static or animated, always in action. The result: more expression, more variety, more proximity to the dynamics of the game.
At the same time, the variable font offers maximum flexibility for digital touchpoints, from responsive interfaces to moving image formats. A font that combines emotion and technology — and gives the brand even more power.
Variable font
„The colors of the German flag - black, red, and gold - are at the heart of the redesign. Together with the newly developed variable font, this enables a flexible and, above all, emotional approach to the design system at all touchpoints.“
Tobias HeldSenior Art Director (Strichpunkt)
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Tatjana Wolfram
Customer Relationship Management
