The Bundesliga is famous throughout Germany. The brand now wishes to move to a stronger position internationally so that it can also be increasingly perceived as a global entity. After all, over 1,000 active footballers from over 60 nations play in Germany’s top league. For this, MUTABOR’s Identity Design division needed to develop an iconic brand image embodying the heart of football that would be so simple that it would be understood throughout the world. In addition, the logo and the overall corporate design were to be digital and flexible enough to be adaptable at any time.
The Bundesliga does not have a coat of arms or a national flag. Instead, the center of the logo shows the element that is central to the sport: the player – the athlete – the person. Different people from different clubs with different religions from all over the world come together in a Bundesliga match. They are all united by their passion for football. Their enthusiasm, their abilities and their personalities are what fan the flames of football fever around the globe time and again. The Bundesliga player has been the key visual for all B2B and B2C Bundesliga brands and subbrands ever since.
The Bundesliga design has been redesigned since the 2017/18 season. For the first time, the 2nd Bundesliga and the DFL also have their own logo, with the characteristic dynamic figure that is totally focused on the ball and the success of the game. In addition, the logo can be adapted to the colors of the various clubs. It is accompanied by a modular corporate design, with a new, specially created font family and a set of graphics derived directly from elements of the player. It can be animated for digital and on-air use and can be adapted to a vast number of sizes.
Logo design, Corporate identity, Corporate design, Type design, Digital branding, On-air graphics, Illustration, Pictogram design, Brand guidelines
DFL Digitals Sports, Köln (Brand Supervision), Rosetta Type, London (DFL Font), NXTID, Buenos Aires (Motion Graphics)