15 Years of Bundesliga × Mutabor

At the beginning of the 2010s, flat design was not mainstream. Brands wanted to be shiny, three-dimensional and iconic, and the iPhone’s 3D icons were all the rage.

The first step in this direction was to focus on the logo. It was highlighted and upgraded in favour of the old sticker design.

A complete visual design system with the brand colour code red, white and silver – inspired by the championship trophy – formed the creative framework within which the Bundesliga brand would appear in future, particularly in order to raise its international profile – in other words, to be more clearly identifiable and recognisable.

The authenticity of real football – unpolished, close to the fans and emotional. To this end, we worked with VCC to create an identity-building opener.

The Bundesliga is organised by the DFL (German Football League). We expanded the design system for them and all their subsidiaries – a modular construction kit characterised by the red field.

The greatest honour for us, however, was being allowed to brand a new competition, right down to the trophy itself. Following the example of other leagues, the Supercup was created, in which the champions now play against the cup winners.

Anniversaries are a chance to reframe a brand. For the Bundesliga’s 50th anniversary, we developed a comprehensive campaign that distilled the brand’s visual identity to its purest form.

A major sports brand needs strong audio branding.
When the brand was refreshed in 2013/14, it was time to take the next step.
Together with Supreme Music, we developed not only the sonic brand identity and a modular sound toolkit, but also composed a full anthem — recorded by a symphony orchestra. To this day, the music shapes the Bundesliga’s image worldwide.
We also created the accompanying opener, filmed by Optix, based in Hamburg.

This year, the DFL made a major leap forward with the Bundesliga by redesigning the entire corporate identity.
At the heart of the new system was the player, re-drawn in a sporty, dynamic and streamlined form. From the opening sequence to all on-air graphics and the trophies we developed specifically for this purpose, the player took centre stage across the entire brand.

Launched in 2012, it has since developed its own independent presence: The Virtual Bundesliga, or VBL for short.

As esports gained momentum, it called for a contemporary visual identity. We drew inspiration from EA Sports’ FIFA game, where a triangle tracks the player in possession. Several years later, EA FC adopted this idea for its own branding. Alongside the brand identity, we also had the privilege of designing the trophy — the VBL Championship Cup.

After two years of the pandemic, Germany had changed — and fans had waited a long time for live matches to return. With the 2022/23 season, the moment finally came: full stadiums, no restrictions.

To mark the occasion, we created an opening that seamlessly transitioned from a digitally produced film (produced by Infected) into the live on-pitch experience. Eighteen fans representing the 18 Bundesliga clubs opened the season, embodying real diversity — united in a “Fans’ Circle”, a play on the traditional team huddle. Football as it’s meant to be.

The era of flat design is coming to an end, with assets becoming more tactile once again. For the Bundesliga, this shift translates into texture and spatial depth. Drawing on the core elements of the game — player, ball and stadium — we developed an advanced modular system of assets and motion principles that brings the Bundesliga’s look and feel up to date. In addition, multiple visual modes are now available, allowing the identity to shift depending on context — from official and corporate to dynamic and action-packed.