DLV Relaunch
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Details
As a large sports association, the DLV was faced with the challenge of repositioning itself. Market research was used to determine the wishes of members, which also formed the basis for a strategic realignment and a new brand mission statement. To make this visible, the corporate design was revised: From a logo overhaul to a completely fresh design language, which does justice to the complexity and diversity of the DLV. It was a design relaunch with one purpose in mind: Discover Your Best.
The Jury‘s Statement
With the design relaunch "Discover Your Best", the German Athletics Association has set standards. The redesign of the corporate design, from the logo to the complete updating of the design language, honors the complexity and diversity of the association and gives the brand a fresh, dynamic energy. The well thought-out choice of colours, the concise shapes and the motivating claim, which together create a holistic yet individual brand experience, are particularly noteworthy. The relaunch impressively shows how a clear vision and a consistent user orientation form the basis for successful and future-oriented brand management.
