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To celebrate Hamburger Sportverein’s 125th anniversary, Mutabor has developed a modern design concept for the brand that is currently being used in all communication about the anniversary.

The agency has created a dynamic visual modular principle out of eye-catching graphic elements that can be combined in many ways depending on how the principle is used, thus presenting a flexible visual reinterpretation of HSV’s core message: HSV – a tradition-conscious but dynamic club.

The heart of the visual language is HSV’s characteristic diamond shape, which can be combined with different gold-coloured anniversary icons and emblems and thereby integrated individually into each type of use.

Heinrich Paravicini, Co-Founder und Managing Director Mutabor:
‘HSV is not just a tradition-conscious football club, but also a modern, cosmopolitan club in one of the most exciting and creative cities in Europe. With our modular principle we have developed a modern design concept that encompasses optimally the wide range of media and events in which HSV is involved and gives the brand’s dynamism a visually tangible quality.’

The Hamburg design agency Mutabor has been responsible for HSV’s brand presence since May last year. The club’s visual realignment in the areas of corporate design, advertising, printed publications and the Internet was launched to coincide with the start of the new German Bundesliga season in 2011.