DFL Brand Refresh 2025
Winner
Excellent Brands
Sports Associations and Sporting Clubs
Details
We are enhancing our communication to offer users a better experience in a dynamic and appealing way. The essence of soccer is embodied in dynamic and abstract visual representations of the cornerstones of our game: the players, the game, and the fans, embodied in the main elements of the brand. The ball forms the basis for space, depth, and movement. New textures are inspired by high-tech sports materials. The clubs and their colours remain a central element of Bundesliga visuals, the central feature around which fans gather. The use of 3D reaches the next level through light, shadow, and structure.
The Jury‘s Statement
In football, a league brand must provide orientation without overshadowing the identity of the clubs. The Brand Refresh 2025 addresses this task with a clear system: ball, player and stadium form a visual language that derives movement, space and atmosphere from the game itself. Club colours remain present as an emotional anchor, while 3D, textures and modular applications bring together on-air communication, digital interfaces and social media. The result is precisely directed brand communication with strong recognisability across all touchpoints.
