DFB
The DNA of German soccer
Many brands in a complex system
To hold together a highly complex brand system like that of the DFB, it requires both a strong umbrella brand and a flexible design system with expressive individual elements. Starting from a highly fragmented brand landscape within the DFB ecosystem, we have worked with the DFB over the years to establish a robust, structured, and scalable multi-brand system.
Unity, but not uniformity
In our partnership with the DFB, which has now lasted for over 10 years, we have developed a rigorous brand architecture that unifies the brand ecosystem through unifying design elements while still allowing each brand sufficient individuality in line with its strategic direction and identity. Given the particularly broad scope of the association’s brand, our design system even enables us to establish distinct design focuses on the areas of sports, society, and organization within the brand.
Systematic Joy of Play
All DFB brands follow similar systems, are aligned within the brand cosmos, and yet remain independent. In this way, we specifically strengthen the recognition, attribution, and perception of the DFB brands. This is a success that can also be measured objectively. In the measurements conducted by the DFB over the past few years, the DFB brands have reached peak values in the areas of 'brand presence' and 'brand equity'.
The DFB Brand Portal
The DFB and all its elements – all in one place to ensure consistent use of and access to the brand.
Brands in a brand system
National teams, leagues, cup, and the association – all brought together in one system.
“For the past ten years, we have been successfully developing our brands in collaboration with Strichpunkt. This close partnership is consistently reflected in the impressive results – and especially in this rebranding project.”
Holger Merk
Head of Brand Management, DFB
