DFL Deutsche Fußball Liga
Refresh of the Bundesliga 2025
The essence of soccer.
We make the essence of soccer visible. Players, ball, and stadium are presented in a graphically striking and more emotional way. The refresh is intended to inspire new target groups.
The ball is the connecting link in communication. 3D elements and stadium-inspired shapes add a new dimension to the design. Maximum flexibility is created for lively communication.
The new graphics package with 3D elements and textures creates depth, tactility, and movement. The system can play different tonalities stringently and offers great potential for all channels.
Between Official and Dynamic – two looks – one modular system.
The flexibly scalable system adapts to different project requirements. Using a slider principle, you can switch between the two main categories “Official” and “Dynamic.”
The system thus provides guidance and creates individual design solutions for each target group – always with consistent recognition and a strong brand identity.
“We are sharpening our visual and content profile in line with our brand values while ensuring a consistent, powerful presence across the Bundesliga, the 2. Bundesliga, the DFL, and all subsidiaries.”
3D visualizations bring fonts, players, and balls to life on screen.
The 3D logos are reminiscent of stadium stands and elegantly showcase the club colors and the ball as the visual centerpiece of the brand world.
The design is modular, flexible, and uses subtle 3D elements to create clarity, depth, and strong brand recognition across all channels.
The player as an icon becomes emotionalized.
AI was also used to create a specific key visual setting. Real snapshots are mixed with slightly exaggerated motifs that add emotional charge to the icon.
The DFL typeface is expanded with an expressive special font.
The DFL is expanding its typographic program for the 2025/26 season. This expressive special font with a tape-like character will be used selectively to further illustrate the energy in the stadiums.
- DFL Digitals Sports, Köln (Brand Supervision)
- NXTID (Motion Design, On-Air-Packaging)
- RCS (Reality Check Systems)
